Sky Sports axed its women-focused Halo brand after just three days

Sky Sports felt the need to launch a TikTok channel specifically marketed to women and described it as “My little sister“It was questionable enough. But once people got a taste of the Halo content, it was clear that the company had absolutely no idea what it was doing.

Halo hasn’t focused on women’s sports, and doesn’t seem to do a good job of elevating women’s voices in a male-dominated business. Instead, she put bright pink letters on the videos, talked about “sexy girl walking,” matcha, and posted funny charging photos. Unsurprisingly, the backlash has been swift and strong.

Sky Sports Head of Audience Development and Social Media, Andy Gill, Posted on LinkedIn He “couldn’t be prouder and more excited about this launch. Proud, because this was driven by the women on our team…” However, it seems hard to believe, given the protests from female sports fans, that Halo’s development was actually driven by women at the company.