Sky Sports axes 'sexist' TikTok channel Halo after three days
However, many on social media criticised the "little sister" account, which talked about "hot girl walks" and matcha in its content.
The channel, which was only announced on Thursday, was touted by the broadcaster as an "inclusive, dedicated platform for women to enjoy and explore content from all sports, while amplifying female voices and perspectives."
In a statement posted on social media on Saturday night, the broadcaster admitted that it "didn't get it right" and that it would be "stopping all activity" on the account.
Sky Sports has scrapped its new female-focused TikTok channel, Halo, after it faced a backlash online with its posts described as "patronising" and "sexist".
At its inception, Sky said Halo's aim was "to build a welcoming community for female fans, whether casual or committed, through fun, trend-led, and relatable content".
One post saw a clip of Manchester City players Rayan Cherki and Erling Haaland combining for the latter to score against Bournemouth, given the caption "How the matcha + hot girl walk combo hits".
Viewers argued the posts were "infantilising" and undermined the work done over the past few years to put women's sport in the spotlight.
Among those criticising the channel was Emily who told BBC Newsbeat that she thought Halo calling themselves the "little sister" of Sky Sports was a "really damaging" thing to say.
"We've spent the last 50 years trying to come away from the stereotypes around women's sport, and trying to make women's sport seen as an entity in itself rather than just as an extension of what men can do. We deserve our own space, something that's ours. We don't need to be the 'little sister' to anyone," she said.
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