Sky Sports shut down its TikTok channel targeting female sports fans just days after it was launched. Sky Sports

Subscription TV company Sky Sports has scrapped its new TikTok account targeting female sports fans after just three days, after the style and tone of its videos faced backlash.

Social media users labeled the account “condescending,” “patronizing” and “sexist,” accusing it of perpetuating the problems it purported to address.

“Our intention for Halo was to create a space alongside our existing social channels for new, young, female fans,” Sky said in a statement Sunday. “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 inspir

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