Sky Sports killed off its female-focused Halo brand after just three days

Whether Sky Sports felt the need to launch a TikTok channel specifically aimed at women and billed as its “little sister” was quite debatable. But once people got a taste of Halo’s content, it was clear that the company had absolutely no idea what it was doing.

Halo didn’t focus on women’s sports, nor did it seem to do a good job of elevating women’s voices in a male-dominated business. Instead, he put glittery pink letters on videos, talked about “hot girl walks,” matcha, and posted shipping memes. Unsurprisingly, the reaction was quick and strong.

Andy Gill, head of audience development and social media at Sky Sports, said on LinkedIn that he “couldn’t be more proud and excited about this launch. Proud, because it was driven by the women in our team…” However, it seems hard to believe, given the outcry from female sports fans, that Halo’s development was actually driven by the women at the company.