Sky Sports has shut down its new TikTok channel Sky Sports Halo just a few days after the service went live. The channel was created as a dedicated platform for female sports fans but immediately ran into pushback over its patronising tone.
The channel was pitched as a safe, positive space for women to connect, comment, and celebrate sport and culture. There were also plans for it to livestream content. However, Sky immediately got off on the wrong foot by describing the new channel as the ‘lil sis’ of Sky Sports. It then compounded the problem with some of its design elements (for example pink hearts), content selection and commentary.
Announcing the abrupt closure on X, Sky Sports said: “Our intention for Halo was to create a space for new, young, female fans. We’ve listened. We didn’t get it right. As a result, we’re stopping all activity on this account. We’re learning and remain as committed as ever to creating spaces where fans feel included and inspired.”
Halo was supposed to join Sky Sports’ existing portfolio of five TikTok channels across football, boxing, and F1 – leaning into the current rapid growth of interest in women’s sport. But its closure underlines the perils of launching into social media without a clear understanding of the target market.
