We think women like sport ... but only if the coverage is dumbed down and has hot pink subtitles.

That appears to be the thinking behind Sky Sports’ short-lived female-focused brand Halo – which was axed three days after it launched online following fierce backlash for content that viewers deemed “patronising and disappointing”.

Halo lasted just three days after backlash around its posts.Credit: Aresna Villanueva

Last Friday, the global broadcasting giant launched Halo – a new TikTok channel dubbed “the lil sis” of Sky Sports and “created specifically for female sports fans”.

“We’re about all sports and championing female athletes,” the broadcaster said in a now deleted post. “We’re here for the culture, community and connection. We don’t just watch sports – we live it.”

The idea was good. The execution, not so much.

Halo’s content featured pink subtitles, love hearts, memes and pop culture references to matcha lattes, labubus and Barbie dolls.

Some clips focused on the........

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