By Grace Davis
Women’s football fans – and female sports fans in general – are used to being patronised. Talked down to. Questioned. So, when Sky announced a new social platform aimed at female sports fans, we thought we may finally be getting the representation and investment we have long needed.
As a lifelong sports fan, I’ve always seen Sky as a broadcaster that champions sport as one of its core strengths. That’s why the launch of Sky Halo felt like such a letdown. For a company that prides itself on innovation and inclusivity, this campaign was supposed to be a game-changer, a bold statement about the future of sports coverage. Instead, it felt like a missed opportunity.
Halo was marketed as a premium female-focused experience, but lacked clarity and substance.
The messaging was confusing, and the value proposition wasn’t clear to fans like myself, who are seeking better access and coverage, as well as genuine engagement, especially around women’s sports. At a time when female athletes are breaking records and inspiring millions, Sky had the perfect chance to spotlight them. Instead, Halo seemed more like a flashy gimmick than a meaningful step forward.
The content was reductive, completely unrepresentative of the majority of sports fans, many have even called it sexist because of it’s patronising tone and attempt to ‘speak the language’ of Gen Z girls by infantilising them.Many critics have piled in to highlight the complete swing and miss of this content.
What frustrates me most is that Sky knows its audience. Sports is one of its main USPs. We want coverage that reflects diversity, inclusivity and passion of the sporting world – not just another tiered product that feels disconnected from what matters most: the games, the teams, and the communities that support them.
If Sky truly wants to innovate, it needs to listen to fans. Give us better visibility for women’s leagues, invest in grassroots storytelling, and make technology serve the sport—not overshadow it. Halo had the potential to really change the game, but instead it just feels like an empty promise.
Women’s sports have proved their value to broadcasters and advertisers over the past two years. When will the industry start listening to the people carrying it?
