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 bought a style of the content material on Halo, it was clear the corporate had completely no thought what it was doing.
Halo didn’t concentrate on girls’s sports activities, nor did it appear to be doing a superb job of elevating feminine voices in a male-dominated enterprise. As a substitute, it slapped pink sparkly letters on movies, talked about “scorching woman walks,” matcha, and posted delivery memes. Unsurprisingly, the backlash was swift and powerful.
Head of viewers improvement 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…” Nonetheless, it appears laborious to imagine, contemplating the outcry from feminine sports activities followers, that Halo’s improvement was truly pushed by the ladies on the firm.
