Sky Sports has sparked significant backlash with the launch of its new brand, Sky Sports Halo, aimed at female sports fans. Marketed as the “lil sis” of its main content, the initiative has drawn criticism for its perceived patronizing approach. The broadcaster previously stated that Sky Sports Halo was created specifically “for female sports fans,” emphasizing its goal to “champion female athletes.”
The TikTok channel associated with Halo features videos adorned with love hearts and pink text, which many fans have described as stereotypical. One video showcasing Rayan Cherki and Erling Haaland during a Manchester City match against Bournemouth includes the caption: “How the matcha + hot girl walk combo hits.” This approach did not resonate well with the audience, leading to accusations of sexism and degradation of female sports.
In response to the uproar, senior figures at Sky Sports have attempted to clarify their intentions. Andy Gill, Head of Social Media and Audience Development, addressed the criticism in a LinkedIn post. He affirmed that Sky Sports Halo represents “sports content through a female lens,” not merely a women’s sports account. Gill emphasized that the platform aims to connect with female sports fans by tapping into contemporary trends that may not typically appear on his social media feed.
Gill expressed pride in the launch, attributing its development to the women within the Sky Sports team and support from the broader organization. He stated, “I couldn’t be prouder and more excited about this launch. This is just the start. How we think about the content will no doubt evolve, as it always does across social, but recognizing the need is the first step.”
Despite Gill’s reassurances, many female fans have expressed disappointment with the initiative. Comments on social media highlight a sense of frustration regarding the brand’s messaging. One commenter noted, “Incredibly disappointing. At a time when so many people are working hard to bring women’s sport onto a level playing field, Sky Sports has decided to take us right back to the 80s.”
Another fan questioned the decision-making process behind the content, stating, “Did no members of the team, at any stage, flag what an incredible misjudgment this might turn out to be? I’m sure your intentions were good, but getting it so wrong when there are, presumably, so many layers of people who have to sign this off, is astonishing.”
As Sky Sports navigates this backlash, it remains to be seen how the organization will adapt its approach moving forward. The response from the female audience suggests a clear demand for more authentic and respectful representation in sports media.
