On 13th November, Sky Sports launched Halo, a new TikTok channel described as the “lil sis” of Sky Sports, a space supposedly designed for female sports fans. Marketed as fun, vibrant and inclusive, Halo promised to bring a new energy to sports coverage and tap into audiences who often feel overlooked by traditional broadcasting.
But within hours of launching, the platform faced widespread criticism. And it isn’t hard to see why.
A Launch That Missed Its Audience
From the pink and sparkly colour scheme to segments centred around athlete crushes and stereotypical “just girl things”, Halo leaned into tropes that many female sports fans have spent years pushing back against. Instead of offering meaningful coverage, it felt like a caricature of what media executives think women want.
When a fan commented, “can’t believe this is what you think female sports fans like”, Halo’s official response: “can’t believe you brought that kind of energy”, only amplified frustration. Rather than engaging constructively, the platform dismissed its core audience’s concerns.
What Female Sports Fans Actually Want
The reality is clear: women don’t need the offside rule explained in simplified “girl terms”.
They want what every dedicated sports fan wants:
- Real analysis
- Smart commentary
- A diversity of pundit voices
- Better Kick off times and consistent coverage
Female fans make up one of the fastest-growing segments of the sports audience. Yet Halo’s approach felt less like inclusion and more like segregation, creating a separate, softer space rather than elevating women within mainstream coverage.
A Wider Cultural Moment Halo Could Have Led
This misstep lands at a pivotal time in sport and media. From record-breaking viewing figures in the Women’s Rugby World Cup to packed stadiums in the UEFA Women’s Nations League, women’s sport is experiencing unprecedented momentum. Representation on screen and behind the mic is increasing, expectations are rising, and audiences, particularly female audiences, are demanding better.
Halo could have been part of that progress.
Instead, it became a reminder of how easily good intentions can drift into outdated assumptions when women’s voices aren’t truly embedded in the process.
A Great Idea, Poorly Executed
The concept behind Halo was strong. A platform committed to fresh storytelling and broader representation is unquestionably needed. But execution matters, and this one missed the mark.
If media organisations want to genuinely engage female sports fans, the answer isn’t pink fonts or comparing a through ball to a hot girl walk. It’s respect. It’s insight. It’s treating women as the informed, passionate and influential audience they are.
Final Thoughts
Halo’s launch is more than a poorly executed media moment, it’s a reminder of how easily women sports fans are still boxed into outdated assumptions. As women’s sport continues to grow in visibility, value and cultural impact, the industry must rise to meet that reality with respect, representation and genuine understanding.
Progress isn’t just about putting women in the room; it’s about listening to them, learning from them and building platforms that reflect who they truly are. Moments like this show how far we still must go, and how crucial it is for organisations to invest in inclusive thinking from the outset.
At Me Learning, our Equality and Diversity training supports teams and organisations in building cultures where every voice is recognised, and where stereotypes aren’t just challenged but dismantled. By addressing unconscious bias and strengthening inclusive practice, we help organisations create environments that match the future of sport and media, not the past.
If you’re interested in learning more about how Me Learning can support your organisation in building a more equitable, informed and inclusive culture, we’d love to hear from you.
📩 Women’s Sport: Lauren Wood – laurenwood@melearning.co.uk
📩 Men’s Sport: Max Blencowe – maxblencowe@melearning.co.uk
Let’s create a sports industry where women aren’t an afterthought or a marketing angle, but valued, central and truly understood.
