In what can only be described as a spectacular marketing failure, Sky Sports UK's attempt to create a dedicated space for female sports fans lasted just three days before being pulled amid widespread condemnation.
The disastrous launch of 'Halo'
On November 13, 2025, the UK broadcasting giant launched its 'Halo' TikTok account, branding it as the 'lil sis of Sky Sports UK' and promising content 'created specifically to engage and entertain female sports fans'. The initial announcement generated excitement among women sports enthusiasts who anticipated highlights, news and coverage of their favourite female athletes.
Instead, the channel immediately began posting content featuring male athletes, male sporting competitions and male press conferences. The attempts to appeal to women involved pink glittery fonts, references to labubus, tampons, 'hot girl walks' and matcha - completely missing the opportunity to champion women's sports as promised.
Backlash and patronising responses
The criticism came swiftly and fiercely across social media platforms. In the comments of one video featuring pink glittery text about Zohran Mamdani - who isn't even an athlete but the New York mayor-elect - one user directly challenged the account: "Can't believe this is what you think female sports fans like."
The Halo admin's response proved equally problematic, replying with "Can't believe you brought that kind of energy" - a defensive and unprofessional retort that only amplified the criticism.
On X (formerly Twitter), avid F1 fan 'juliaunboxed' called out Sky Sports directly, stating: "Hey @SkySports just to let you know your new account halo for women sports fans is insanely insulting and misogynistic. Women do not need a dumbed down version of sports, we are perfectly capable of watching sports and following the regular pages."
The swift collapse and apology
By November 16, just three days after launch, the Halo TikTok account had been effectively shut down. Only one apology-style clip remained public, featuring a short statement acknowledging the failure.
The statement read: "Our intention for Halo was to create a space alongside our existing channel for new, young, female fans. 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 failed experiment stands in stark contrast to successful initiatives like The Female Athlete Project (TFAP), founded by Olympic Gold Medalist Chloe Dalton in 2020. TFAP has demonstrated how to properly educate, entertain and advocate for women in sports without resorting to stereotypes or patronising content.
This case highlights the ongoing challenge major sports broadcasters face in authentically engaging female audiences, and serves as a cautionary tale about the dangers of stereotyping in sports marketing.
