Overview
- The broadcaster introduced Sky Sports Halo on TikTok as the “lil sis” of its main brand, pitched “specifically for female sports fans.”
- Viewers condemned the pastel, heart-filled edits and “girlboss” language as patronising, with prominent women’s sports voices such as Girls on the Ball and Ellie Molloson criticizing the approach.
- Observers reported a representation mismatch, noting that nearly half of the first 11 videos focused on male athletes rather than women’s sport.
- Head of social media Andy Gill defended the launch on LinkedIn, calling Halo “sports content through a female lens” and saying the strategy will evolve.
- Sky is keeping the channel live, with Halo replying to detractors in comments and a planned livestream of England vs New Zealand in the Vitality Netball series still on the schedule.