Sky Sports is currently under fire for marketing their new female-focused sports coverage as the “lil sis” to their primary content.

The network has drawn criticism for allegedly condescending to female sports fans by launching a TikTok channel filled with videos that feature heart motifs, pink fonts, and a delicate tone.

Named ‘Sky Sports Halo’, this initiative is marketed as being “specifically for female sports fans” and aims to “champion female athletes”. However, it’s noted that nearly half of their initial 11 videos focus on male sports figures.

Critics have also taken issue with the channel’s branding and approach. One video embraces a ‘Sincaraz core’ theme, highlighting the friendship between tennis players Carlos Alcaraz and Jannik Sinner as the “bromance of the century”.

Another video references New York mayor-elect Zohran Mamdani’s recent praises for Sky News and his support for Arsenal, captioned with: “Thinking about Zohran Mamdani rizzing us and Arsenal up”.

Sky Sports have been criticised for a new female-targeted sports account on TikTok 

They have been criticised for ‘patronising’ female sports fans after calling the account the ‘lil sis’ of their other content and using ‘girlboss’ branding 

Barbie doll figures of professional women’s sports stars did not go down particularly well

Other content has been focused on female athletes, such as Manchester City forward Bunny Shaw, India winning the Women’s Cricket World Cup, and sports stars being recreated as Barbie dolls. ‘Because women can be anything, Barbie can be anything,’ the caption reads. 

Girls on the Ball, a respected voice in women’s football, commented: “I have many thoughts which I will share when not overwhelmed with writing, but my main question is why?”

‘The branding (one day can we please be past the pink/peach stage?!), the premise, the copy… can’t imagine this is what women sports fans want and taking a brief look at the comments it seems like we’re not alone.’

The response was initially more enthusiastic on TikTok, with one account focused on women’s sport writing ‘love this’. ‘So excited for Halo,’ another said. 

However, their first spate of videos has not gone down well with lots of viewers. One said on X: ‘One of the most insanely patronising and misogynistic activations I’ve 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.’

Another said: ‘Great promotional work! Completely undermining women’s sports before you’ve even started! Embarrassing.’

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

Another post focused on New York mayor-elect Zohran Mamdani ‘rizzing up’ Sky News 

Sky Sports Halo has adopted a fiery tone in response to criticism from commenters online

‘But “little sistering” women’s sports in general seems like a step backwards instead of forwards. A little bit patronising and condescending perhaps? Just a thought.’ 

Some have even gone as far as to accuse Sky Sports of being ‘sexist’ and ‘degrading’. 

‘Yuckk feels incredibly degrading and sexist,’ one person wrote on X. ‘You don’t 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.’ 

Sky Sports claim that their new TikTok account is at least partially for promoting female athletes.

In a statement announcing Halo’s inauguration on X, they wrote: ‘Introducing Sky Sports Halo – the lil sis of Sky Sports.

‘A new TikTok channel created specifically for female sports fans. We’re about ALL sports and championing female athletes. 

‘We’re here for the culture, community and connection. We don’t just watch sports – we live it.’

The account itself has adopted a fiery tone in response to criticism.

One video showing the link-up play between Rayan Cherki and Erling Haaland for one of the latter’s recent goals against Bournemouth features the on-screen text: ‘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.’

In response, Halo said: ‘Can’t believe you brought that kind of energy.’  

Sky Sports declined to comment when approached by Daily Mail Sport.