Sky Sports most recent business venture Halo has been removed after receiving heavy criticism online.
The TikTok page launched last week under the branding of Sky Sports Lil Sis was quickly shut down after many viewers found the videos degrading and diminishing to female sports fans.
The account was originally marketed as a ‘new TikTok channel created specifically for female sports fans…and championing female athletes’.
But it has been criticised for not meeting this aim, with videos posted discussing “matcha” and “hot girl walks”.
Many took to social media to express the disappointment they felt from the account.
Sports fan and social media user Grace Richards, 21, said: “I think the intention was positive, but the execution was patronising to female fans.
“I think it reduces female fandom as a whole in sport back down to stereotypes that we’re trying to breakdown.”
Sky Sports posted an apology on TikTok after removing the Halo page, stating they “didn’t get it right.”
The apology has been viewed 2.4 million times and the comments have been turned off.
@merseynewslive Sky Sports axe latest venture ‘Halo’ after heavy criticism online… #sky#skysports#Halo#women#sport
