Sky Sports terminated its female-oriented Halo brand following only three days.

It was already questionable for Sky Sports to create a TikTok channel aimed solely at women, labeled as its “lil sis.” However, once people experienced the content on Halo, it became apparent that the company lacked a clear understanding of its audience.

Halo did not prioritize women’s sports, nor did it effectively amplify female perspectives in a predominantly male industry. Instead, it opted for pink sparkly text on videos, discussed “hot girl walks,” matcha, and shared shipping memes. Unsurprisingly, the response was immediate and intense.

Andy Gill, head of audience development and social media at Sky Sports, shared on LinkedIn that he “couldn’t be prouder and more thrilled about this launch. Proud because this has been driven by the women in our team…” However, amid the backlash from female sports enthusiasts, it’s difficult to accept that Halo’s development truly stemmed from the women within the organization.