Media company quickly yanks ‘disastrous’ campaign aimed at young female sports fans

A British media company abruptly pulled a campaign highlighting women’s sports after just three days following mass criticism that it was patronizing and sexist. Sky Sports’ TikTok account called Sky Sports Halo was targeted at young female sports fans, but critics took exception to videos featuring “love hearts, pink text and references to matcha lattes, Labubu toys and ‘hot girl walks.’” Five of the first 11 videos were also about male athletes, according to The Athletic. Trade publication Media Week dubbed the campaign “a case study in disastrous women’s sports branding.” Sky Sports executives admitted that they “didn’t get it right.”