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

Girls similar pinkish and peach, right?

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

Halo didn’t absorption connected women’s sports, nor did it look to beryllium doing a bully occupation of elevating pistillate voices successful a male-dominated business. Instead, it slapped pinkish sparkly letters connected videos, talked astir “hot miss walks,” matcha, and posted shipping memes. Unsurprisingly, the 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 the 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, due to the fact that this has been driven by the women successful our team…” However, it seems hard to believe, considering the outcry from pistillate sports fans, that Halo’s improvement was really driven by the women astatine the company.