Sky Sports ’ attempt to boost its popularity with young, female fans backfired spectacularly over the weekend after a furious backlash to its Halo TikTok channel saw activity on the channel stopped after just three days.

Sky’s press release last Thursday said Halo, which was described as Sky Sports’ “lil sis,” would “aim to build a welcoming community for female fans through fun, trend-led, and relatable content, blending entertainment, inspiration, and the latest sports news.”

Content included clips of Manchester City superstar Erling Haaland captioned “How the matcha + hot girl walk combo hits.” Much of the content was overlaid with pink and featured pink hearts.

Groups and fans immediately took to social media to blast the content as sexist and patronising.

By Sunday, Sky said th

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