The News Agents Weekend Edition: Did Sky Sports axe "Lil-Sis" Halo too fast? - The Sports Agents
Nov 21, 2025
Chris Paouros, Vice-Chair of the Football Supporters' Association, critiques Sky’s rapid cancellation of their TikTok channel aimed at female sports fans, arguing it blurred lines and lacked authenticity. Ceylon Andi Hickman from Football Beyond Borders emphasizes the need for genuine youth engagement, suggesting that connecting women’s football with music and culture could be key. They propose creating social spaces around matches instead of separate channels, aiming to foster a more inclusive and engaging environment for young female audiences.
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Don't Conflate Players And Fans
- Conflating women's sport with women fans is a mistake because they're distinct groups with different needs.
- Framing content with stereotypes reinforces inequality rather than fostering inclusion.
Authenticity Beats Aesthetic
- Content that resonates with existing, invested fans can still alienate the newcomers it's meant to attract.
- Tone and authenticity matter more than surface-level styling when targeting new audiences.
Cultural Crossover Matters
- Cultural crossover drives youth engagement: music, fashion and art connect teens to sport.
- Men's football already benefits from these crossovers more visibly than women's sport does.