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Sky Sports are facing a strong backlash after branding their new female-targeted sports coverage the ‘lil sis’ of their main content.
The broadcaster has been accused of ‘patronising’ female sports fans by launching a TikTok channel featuring videos plastered with love hearts, pink text, and a dainty tone.
‘Sky Sports Halo’ has been created ‘specifically for female sports fans’ and ‘championing female athletes’, although five of their first 11 videos are about male sports stars anyway.
Some have praised Halo as space which can engage a female sports audience and boost coverage of women’s athletes. On Sunday, the account will live stream England against New Zealand in the Vitality Netball International Series.
But the account has also been criticized for its branding and tone. One of the videos follows a ‘Sincaraz core’ theme, following the ‘bromance of the century’ between tennis stars Carlos Alcaraz and Jannik Sinner.
Another clip plays on New York mayor-elect Zohran Mamdani’s recent praise for Sky News and support of Arsenal with the tag: ‘Thinking about Zohran Mamdani rizzing us and Arsenal up’.
Sky Sports have been criticized for a new female-targeted sports account on TikTok
They have been criticized for ‘patronising’ female sports fans after calling the account the ‘lil sis’ of their other content and using ‘girlboss’ branding
Barbie doll figures of professional women’s sports stars did not go down particularly well
Other content has been focused on female athletes, such as Manchester City forward Bunny Shaw, India winning the Women’s Cricket World Cup, and sports stars being recreated as Barbie dolls. ‘Because women can be anything, Barbie can be anything,’ the caption reads.
Girls on the Ball, an award-winning platform in the women’s football space, said: ‘Have many thoughts which I will get to when not under a mountain of writing but all I can ask is why?
‘The branding (one day can we please be past the pink/peach stage?!), the premise, the copy… can’t imagine this is what women sports fans want and taking a brief look at the comments it seems like we’re not alone.’
The response was initially more enthusiastic on TikTok, with one account focused on women’s sports writing ‘love this’. ‘So excited for Halo,’ another said.
However, their first spate of videos has not gone down well with lots of viewers. One said on X: ‘One of the most insanely patronizing and misogynistic activations I’ve seen from a brand.
‘Your female audience has increased so much and become way more visible but this is exactly how to minimize it. Making it about ships and matcha and hot girl walks, do better.’
Another said: ‘Great promotional work! Completely undermining women’s sports before you’ve even started! Embarrassing.’
One wrote: ‘How is segregating women’s sports platforms progressive? I like the idea of having a dedicated WSL/General women’s football channel and subsequent related programming covering all leagues and competitions as it’s an ever growing sport that I myself really enjoy and have supported for decades.
Another post focused on New York mayor-elect Zohran Mamdani ‘rising up’ Sky News
Sky Sports Halo has adopted a fiery tone in response to criticism from commentators online
But “little sister” women’s sports in general seems like a step backwards instead of forwards. A little bit patronizing and condescending perhaps? Just a thought.’
Some have even gone as far as to accuse Sky Sports of being ‘sexist’ and ‘degrading’.
‘Yuckk feels incredibly degrading and sexist,’ one person wrote on X. ‘You don’t need to Girlbossify and dumb down “sports content” (using that term loosely) in pink glowy text and memes to engage a female audience.’
Another said: ‘This is just incredibly misogynistic and puts all women who watch sports under the umbrella of fanpage culture.’
Sky Sports claim that their new TikTok account is at least partially for promoting female athletes.
In a statement announcing Halo’s inauguration on X, they wrote: ‘Introducing Sky Sports Halo – the lil sis of Sky Sports.
A new TikTok channel created specifically for female sports fans. We’re about ALL sports and championing female athletes.
‘We’re here for the culture, community and connection. We don’t just watch sports – we live it.’
The account itself has adopted a fiery tone in response to criticism.
One video showing the link-up play between Ryan Cherki and Erling Haaland for one of the latter’s recent goals against Bournemouth features the on-screen text: ‘How the matcha + hot girl walk combo hits’.
In the comments section, one user wrote: ‘Can’t believe this is what you think female sports fans like.’
In response, Halo said: ‘Can’t believe you brought that kind of energy.’
Sky Sports declined to comment when approached by Daily Mail Sport.
