Sky Sports shuts down Halo on TikTok after criticism for sexism and condescending tone

El Sky Sports' experiment on TikTok called Halo has barely lasted three daysThe British network has decided to abruptly halt the channel after a a wave of criticism labeled him as condescending and sexistThe decision came Saturday night, after Thursday's premiere generated a immediate and mostly negative reaction on social media.

The proposal was presented as a platform designed for new, young fans, with the objective of amplify female voices and to bring all sports closer together with a fresh and approachable tone. However, the approach and the aesthetics —pink hearts, nods to "hot girl walks", matcha and pop culture references— They were perceived by many users as infantilizing. and far removed from what they expect from sports journalism and entertainment.

What was Halo and why was it released?

Halo was introduced as Sky Sports' "little sister"a whirlpool bath, "parallel" TikTok account to existing profiles, with the promise of a inclusive and dedicated space For casual and dedicated fans. The editorial plan was structured around short content, with nods to trends and language designed to connect with young audiences. inside and outside the United Kingdom.

Since your announcement, The brand opted for a pastel visual identity and messages that championed "all disciplines" y the visibility of female athletesHowever, some of the initial material used pop codes—emojis, eye-catching typography, and concepts like Barbies or viral toys— which many users saw as more appropriate for a meme than a sports channel.

The reaction: criticism for tone and approach

The response on social media was immediate. Among the examples that sparked the outrage was... a piece that "explained" the Formula 1 scandal known as Crashgate 2008 in pink and with emojis, And a clip where Erling Haaland finishes a play alongside a Manchester City teammate accompanied by the text about the "matcha combo + hot girl walk"For many, that treatment detracted from the seriousness of the topic and fell into stereotypes.

Platforms specializing in women's football, such as GirlsOnTheBall, They lamented the brand's approach and questioned the insistence on a pink/peach palette and copy that did not reflect realistic expectations of the fansThe prevailing sentiment was that the project divided rather than integrated, and that women's sport does not need a separate version. "reduced" to be attractive.

Several voices also recalled that, despite being aimed at women, a significant portion of the early videos highlighted male athletesThis threw off an audience that had expected more focus on female athletes and competitions. Parodies of the format also circulated, amplifying the wave of criticism. reviews on X and TikTok.

Sky Sports' response and the 180° turn

Faced with the pressure, Sky Sports published a message acknowledging that the proposal had missed the mark and announcing that all activity ceased on the account. The network emphasized that its intention was to open a complementary space for new fans, and that they will continue working to make fans feel included and inspired on their existing channels.

Following that announcement, the Halo account deleted almost all of its content, leaving only residual informational posts. Meanwhile, the team behind the launch—which its social media manager had spoken about with pride just days before—has had to re-evaluate the project in light of what happened and of audience expectations.

A debate that also affects Spain and Europe

What happened fits into a broader conversation in Europe and in Spain: Many female fans are demanding equal visibility on mainstream channelsnot segregated spaces with a niche aesthetic. Young voices consulted by British media insisted that they consume the general profiles of Sky Sports without problems and They don't need a pink "appendix," but rather more coverage of women's sports in the mainstream programming..

Other sports communication specialists pointed out that there is room for short formats, with humor and cultural references, but they demanded substantive contentRules, analysis, interviews, contexts, and narratives that engage without resorting to clichés. The shared feeling is that The challenge is not to simplify, but to offer parity and quality where the audience already is..

What is known and what remains unanswered

The BBC asked the network for more details, but so far it has not provided any further information about next steps. Industry sources indicate that Some initial messages from Halo were removed or corrected And it was even clarified that a certain viral piece was a montage that did not belong to the official account, a sign that the noise also generated confusion in the first few days.

Among the unknowns, it remains to be seen how Sky Sports will incorporate what it has learned into its digital strategy and whether it will choose to strengthen the representation of women's sport on its main channels instead of opening parallel paths. The Halo experience, due to its brevity and impact, has already become a reference on the risks of poorly calibrated gender marketing.

The Halo case leaves one clear conclusion for the European ecosystem: The female sports audience seeks information, analysis, and entertainment without condescending labels.; demand inclusive spaces and content that respect their knowledge and passion, a benchmark that major platforms will have to keep in mind in their next moves.