Sky Sports Pulls New Women-Focused TikTok Account After Backlash Over ‘Sexist’ Tone
Sky Sports has shut down its newly launched TikTok channel aimed at young female sports fans just three days after it debuted, following widespread criticism that the content was “sexist,” “patronising,” and “condescending.”
The account, branded “Halo,” was designed to sit alongside Sky’s existing social platforms and offer “sports content through a female lens.” But viewers argued that the pastel graphics, sparkly captions, and “cutesy” tone instead reinforced stereotypes about women’s interest in sport.
In a statement issued, Sky Sports acknowledged the criticism and confirmed the decision to abandon the project.
“Our intention for Halo was to create a space alongside our existing social channels for new, young, female fans,” the broadcaster said. “We’ve listened. We didn’t get it right. As a result, we’re stopping all activity on this account. We’re learning and remain as committed as ever to creating spaces where fans feel included and inspired.”
The account had been introduced with a bright, sunset-themed logo and described as “Sky Sports’ lil sis,” a phrase that drew immediate scrutiny on social media. Andy Gill, Sky’s head of audience development and social media, promoted it on LinkedIn as a channel that would not focus solely on women’s sport but offer a fresh, “female-led” perspective on sports storytelling.
But early posts — now deleted by Sky — were quickly screen-recorded and shared widely across TikTok and other platforms. One clip featured Erling Haaland scoring for Manchester City, overlaid with pink writing and the caption: “How the matcha + hot girl walk combo hits.” Another highlighted F1 driver Charles Leclerc discussing his engagement.
Critics said the aesthetic reduced female sports fans to stereotypes about wellness trends and “girlie” culture, rather than acknowledging their existing and diverse engagement with sport. TikTok users began mocking the format by recreating Sky’s sparkly overlays and emoji-filled captions on serious sporting moments, leading to a flood of parody videos.
“Thank you Sky Sports Halo, I’ve finally understood why I couldn’t understand football before,” one user joked in a viral post. “It’s because there was no pink writing on screen with loads of girlie emojis.”
Professional athletes also joined in. Harlequins rugby player Orla Proctor reposted a match clip with the caption: “Scrums and matcha is for the girly pops,” surrounded by pink ribbons and Hello Kitty emojis.
The swift backlash prompted Sky Sports to pull the plug on Halo entirely – a rare public admission of misjudgment from the broadcaster as it continues efforts to reach new audiences in an evolving digital landscape.
