Sky Sports apologises for sexist channel ‘Halo’ created for female sports fans
Hot girl walks and matcha- don't forget the pink font!
Sky Sports has taken down the Halo channel after 3 days due to facing backlash because of ‘sexist’ and ‘patronising’ content.
The Halo channel was created for female fans, yet it quickly gained attention for the wrong reasons. Calling itself Sky Sports ‘Lil Sis’, Halo referenced ‘hot girl walks’ and ‘matcha’ on their TikTok, written in pink glowing letters as a way to connect with women, but was met with anger and accusations of sexism.
Sky Sports has since issued an apology, saying that “We’ve listened. We didn’t get it right. We’re learning and remain as committed as ever to creating spaces where fans feel included and inspired”
https://www.tiktok.com/@skysportshalo/photo/7573062815448157462
Was the creation of a specific sports channel necessary to encourage more female sports fans?
The Women’s Sports Trust report on visibility has found that women’s sports have reached a record number of female audiences this summer in the UK. They have also seen significant growth across broadcast and digital platforms.
The two most-watched broadcast moments in the UK were Lioness matches. The Euro final against Spain brought in 16.22 million viewers, and the semi-final against Italy had 9.88 million viewers.
In addition, female sports stars such as Ilona Maher and Leah Williams have amassed huge followings on social media. Maher, an American rugby player, has 5.3 million followers on Instagram and has spoken out about outdated stereotypes about femininity and her experience as a woman in sport.
The experiences of female sports fans
A study from the University of Regina found that female fans experienced marginalisation as they were not expected to be sports fans due to their gender.
It was assumed that men are more knowledgeable about sports, and because of this, women felt like they had to prove themselves.
They felt empowered when they challenged stereotypes about 'typical’ female sports fans and were proud of being in a male-dominated space.
Promoting fan engagement
Hatch, a communications agency, highlighted how men’s and women’s sports fans differ and the strategies that can be used by brands while sponsoring.
Women’s sports fans tend to be younger, more diverse and are significantly made up of women and gender diverse groups. Aside from the sport, they are motivated by inclusion and the push for equality in sports.
What are your thoughts on Sky Sports Halo? Leave a comment below!