Sky Sports faces backlash over new TikTok channel aimed at women
Sky Sports has come under intense scrutiny following the launch of its TikTok channel, Sky Sports Halo, which claims to cater specifically to female sports fans. The initiative has been branded as the “lil sis” of the broadcaster’s main output, prompting accusations of patronising branding, reports BritPanorama.
The channel launched with a focus on highlighting women’s sports and supporting female athletes. However, the presentation of its content, featuring pastel colours and playful graphics, has sparked debate. Critics argue that it belittles a growing audience of serious female sports followers, leading to perceptions that the branding infantilises women who are deeply engaged with sports.
Moreover, there has been significant criticism regarding the male representation in the initial content, with nearly half of the first 11 videos featuring male athletes. One post described the friendship between tennis players Carlos Alcaraz and Jannik Sinner as the “bromance of the century,” which some viewers found to be misplaced within a women-focused narrative.
While some of the content did highlight women’s sports, including a feature on Manchester City striker Bunny Shaw, the overall branding strategy has drawn frustration. Comments from fans on social media reflect a desire for a more serious presentation. One prominent platform, Girls on the Ball, expressed disappointment, stating, “The branding (one day can we please be past the pink/peach stage?!)… seems like we’re not alone.”
Initial enthusiasm for the concept quickly shifted as more videos emerged, leading to comments such as: “Your female audience has increased so much… but this is exactly how to minimise us.” Critics have gone further, accusing the project of being “sexist” and “degrading.” As one commenter noted, “You don’t need to Girlbossify and dumb down ‘sports content’ in pink glowy text and memes to engage a female audience.”
In response, Sky Sports defended the initiative, stating: “We’re about ALL sports and championing female athletes… We don’t just watch sports – we live it.” Despite ongoing discussions about the channel’s approach and tone, creators maintain that they are working to reshape sports culture for women. Yet, many viewers remain sceptical about whether Sky has truly captured the interests and needs of its intended audience.
As this conversation unfolds, it highlights the delicate balance brands must navigate in engaging diverse audiences in a changing media landscape where authenticity and understanding are paramount.
