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Sky Sports slammed over 'patronisingly cringe' new female TikTok with matcha and labubu

Sky Sports have been criticised over the launch of a new female-targeted account on TikTok called Halo, marketed as the "lil sis" of their main content, with fans calling it "patronising" and "cringe"

[Sky Sports's new brand Halo was slammed by fans online]

Sky Sports's new brand Halo was slammed by fans online(Image: Sky Sports Halo)

Sky Sports are facing a huge backlash over new female-targeted coverage - marketed as the "lil sis" of their main content - after it was branded "patronising" and "cringe" by fans.

The broadcaster said 'Sky Sports Halo' was created "specifically for female sports fans" with the aim of "championing female athletes". But it has sparked a furious reaction online, with their alleged "pinkifying" of sport roundly mocked and some fans going as far as to accuse them of being "sexist" and "degrading".

The TikTok channel for Halo features videos covered in love hearts and pink text, along with what fans saw as "girlboss" style language, which they argued reduced female sports interest to stereotypes. One video showing Rayan Cherki and Erling Haaland combining for one of the Manchester City striker's goals against Bournemouth, has the caption: "How the matcha + hot girl walk combo hits".

In the comments section, one user wrote: "Can't believe this is what you think female sports fans like." But hitting back, the Halo account replied: "Can't believe you brought that kind of energy."

One person commented: "Hey Sky Sports. Just to let you know your new account Halo for women sports fans is insanely insulting and misogynistic. Women do not need a dumbed down version of sports, we are perfectly capable of watching sports and following the regular pages rather than needing to watch videos about WAGs or putting matcha in your caption.

[A criticised clip from Sky Sports' new Halo platform on TikTok featuring Erling Haaland of Manchester City]

A criticised clip from Sky Sports' new Halo platform on TikTok featuring Erling Haaland of Manchester City(Image: Sky Sports Halo)

"The fact you think this is a positive thing for women that watch sports just clearly shows how out of touch you all are."

A second said: "Yuckk feels incredibly degrading and sexist. You dont need to Girlbossify and dumb down sports content (using that term loosely) in pink glowy text and memes to engage a female audience."

Another said: "This is just incredibly misogynistic and puts all women who watch sport under the umbrella of fanpage culture."

While one viewer simply said: "Cringe"

[A criticised clip from Sky Sports' new Halo platform on TikTok featuring Zohran Mamdani]

A criticised clip from Sky Sports' new Halo platform on TikTok featuring Zohran Mamdani(Image: Sky Sports Halo)

[The Halo Heroes dolls post]

The Halo Heroes dolls post

One of the clips follows a "Sincaraz core" theme, based around the supposed "bromance of the century" between tennis stars Carlos Alcaraz and Jannik Sinner.

Another effort mentions New York mayor-elect Zohran Mamdani's praise for Sky News and support of Arsenal, with the caption: "Thinking about Zohran Mamdani rizzing us and Arsenal up."

Barbie doll figures of professional women's sports stars like Manchester City forward Bunny Shaw and India stars winning the Women's Cricket World Cup, with a video saying "Because women can be anything, Barbie can be anything" were also criticised.

Ellie Molloson, Garibaldi Girls Founder and football analyst, posted: "2 days ago I spent 4 hours live on Sky Sports discussing football. Somehow my feminine brain was able to comprehend the sport without dumbing it down with matcha and labubu references in pink, glittery writing. One step forward, 50 years back."

The response was at first more enthusiastic on TikTok, with one account focused on women's sport writing "love this". "So excited for Halo," another poster said.

But another X user ranted: "One of the most insanely patronising and misogynistic activations Ive seen from a brand. Your female audience has increased so much and become way more visible but this is exactly how to minimise us. Making it about ships and matcha and hot girl walks, do better."

Meanwhile others mocked up fake clips with sarcastic captions taking the mickey out of Sky Sports' efforts.

Another angry poster said: "Great promotional work! Completely undermining womens sports before youve even started! Embarrassing."

One user wrote: "How is segregating womens sports platforms progressive? I like the idea of having a dedicated WSL/General womens football channel and subsequent related programming covering all leagues and competitions as its an ever growing sport that I myself really enjoy and have supported for decades.

"But "little sistering" womens sports in general seems like a step backwards instead of forwards. A little bit patronising and condescending perhaps? Just a thought."

In a statement announcing Halo's inauguration on X, Sky Sports said: "Introducing Sky Sports Halo the lil sis of Sky Sports. A new TikTok channel created specifically for female sports fans. Were about ALL sports and championing female athletes.

"Were here for the culture, community and connection. We dont just watch sports we live it."

Daily Star Sport understands Sky are aware of the reception and open to listening to the criticism, as they want to make content that resonates with their target audience, in this case 18-25-year-olds on TikTok.

It's thought the broadcaster - the leading investor in women's sport rights in the UK and Ireland - intends to try something new and recognises it may take time to establish itself with female sport fans on social media and online.

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