Sky Sports perform U-turn and axe controversial account after sparking 'sexism' backlash

Instead, it was met with an immediate and fierce backlash.

Halo was introduced with bright pink branding, heart-filled graphics and the tagline “the lil sis of Sky Sports.”

Within hours of its launch, users across TikTok and X ridiculed the concept, arguing it played into outdated stereotypes rather than boosting visibility for women’s sport.

Many viewers accused the channel of trivialising female fandom with content built around trends such as matcha lattes, “hot girl walks” and toy-collecting memes, while several early videos focused on male athletes despite the platform’s stated purpose.

One post referenced New York mayor-elect Zohran Mamdani’s praise for Sky News and his love of Arsenal, captioned: “Thinking about Zohran Mamdani rizzing us and Arsenal up.”

Other clips used pastel-coloured text, hearts and an overtly cutesy tone that critics said infantilised female supporters.

Negative feedback flooded in almost instantly, with users branding the channel “cringe,” “sexist,” “degrading” and “patronising.”

Commenters questioned why women’s sport needed a separate, “little sister” channel at all, arguing that true progress would come through equal visibility, not segmentation dressed up in pink branding.

With pressure mounting, Sky moved swiftly to halt the project.

On Saturday evening the broadcaster released a statement announcing that all activity on Halo had been suspended.

“Our intention for Halo was to create a space alongside our existing channel for new, young, female fans,” the statement said.

“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.”

The decision came as a relief to many who had voiced frustration that the campaign undermined rather than elevated women’s sport.

While some supporters initially welcomed the idea of a dedicated platform celebrating women’s athletes, most felt the execution missed the mark entirely.

Several videos spotlighted male stars, further fuelling the belief that the channel lacked direction and genuine commitment to the women’s game.

Sky’s rapid U-turn reflects how strongly the audience reacted, particularly at a time when interest in women’s sport is soaring and expectations around media coverage are higher than ever.

Fans made clear that they want parity, respect and thoughtful representation - not pink filters, emojis and gendered marketing.

The broadcaster has said it will continue working to create inclusive spaces for all fans, but Halo’s swift demise stands as a cautionary tale: intent is not enough if the execution alienates the very audience it aims to celebrate.