That Sky Sports activities felt the necessity to launch a TikTok channel particularly marketed in the direction of girls and billed as its “lil sis” was questionable sufficient. However as soon as individuals obtained a style of the content material on Halo, it was clear the corporate had completely no thought what it was doing.
Halo didn’t give attention to girls’s sports activities, nor did it appear to be doing job of elevating feminine voices in a male-dominated enterprise. As a substitute, it slapped pink sparkly letters on movies, talked about “sizzling woman walks,” matcha, and posted delivery memes. Unsurprisingly, the backlash was swift and powerful.
Head of viewers growth and social media at Sky Sports activities, Andy Gill, posted on LinkedIn that he, “couldn’t be prouder and extra enthusiastic about this launch. Proud, as a result of this has been pushed by the ladies in our workforce…” Nevertheless, it appears laborious to consider, contemplating the outcry from feminine sports activities followers, that Halo’s growth was truly pushed by the ladies on the firm.