That Sky Sports felt the need to launch a TikTok channel specifically for women and promoted it as its “little sister” was quite questionable. But once people got a taste of the content on Halo, it became clear that the company had absolutely no idea what it was doing.
Halo didn’t focus on women’s games, nor did it seem to do a good job of elevating female voices in a male-dominated business. Instead, it slapped pink glitter letters on videos, said “Hot Girl Walk,” talked about matcha and posted shipping memes. Not surprisingly, the response was swift and strong.
Andy Gill, head of audience development and social media at Sky Sports, posted on LinkedIn that he, “Couldn’t be more proud and excited about this launch. Proud, because it’s been driven by the women on our team…” However, given the outcry from female sports fans, it seems hard to believe that the development of Halo was actually driven by the women of the company.