Overview
- The 'Halo' account launched last week as the self-described 'lil sis' of Sky Sports, pitched as a TikTok space for female fans that would champion female athletes.
- Viewers condemned pastel styling, heart emojis and trend-led captions referencing matcha, 'hot girl walks', Barbies and a 'Crashgate in girl terms' explainer as infantilising.
- Critics also noted a content mismatch, pointing out that five of the first 11 videos focused on male stars despite the stated target audience.
- Sky halted activity roughly two to three days after launch and deleted or restricted several posts, issuing a statement: "We've listened. We didn't get it right."
- Head of social media Andy Gill had earlier defended Halo as "sports content through a female lens," but the broadcaster now says it will review its approach to inclusive coverage.