Sky Sports Killed Off Its Female-focused Halo Brand After Just Three Days

Girls for illustration pinkish and peach, right?

That Sky Sports felt nan request to motorboat a TikTok transmission specifically marketed towards women and billed arsenic its “lil sis” was questionable enough. But erstwhile group sewage a sensation of nan contented connected Halo, it was clear nan institution had perfectly nary thought what it was doing.

Halo didn’t attraction connected women’s sports, nor did it look to beryllium doing a bully occupation of elevating female voices successful a male-dominated business. Instead, it slapped pinkish sparkly letters connected videos, talked astir “hot woman walks,” matcha, and posted shipping memes. Unsurprisingly, nan backlash was swift and strong.

The Barbification of its sports sum was called infantilizing, patronizing, sexist, and misogynistic. After conscionable three days, Sky deleted each of Halo’s posts and announced it would beryllium ceasing activity connected nan account.

Head of assemblage improvement and societal media astatine Sky Sports, Andy Gill, posted connected LinkedIn that he, “couldn’t beryllium prouder and much excited astir this launch. Proud, because this has been driven by nan women successful our team…” However, it seems difficult to believe, considering nan outcry from female sports fans, that Halo’s improvement was really driven by nan women astatine nan company.