The decision by Sky Sports to launch a TikTok channel specifically targeting women and labeling it as its “lil sis” was met with skepticism. However, the content on Halo failed to resonate with the audience, showcasing a disconnect in understanding.
Halo’s approach did not highlight women’s sports or amplify female voices in a predominantly male industry. Instead, it resorted to superficial themes like pink sparkly aesthetics, discussions on “hot girl walks,” matcha, and sharing shipping memes. This led to a swift and strong backlash from viewers.
Despite Andy Gill, the Head of audience development and social media at Sky Sports, expressing pride in the launch on LinkedIn, claiming it was driven by women within the team, the negative response from female sports enthusiasts suggests otherwise. It raises doubts about the genuine involvement of women in shaping Halo’s development within the company.
