The Social Media Goldmine Hiding in Women’s Sport

I’ve spent my life navigating spaces where women are the minority in sport. From studying sports coaching at university, where men made up the majority, to becoming one of just two qualified female rugby union referees in West Yorkshire, I’ve learned that representation isn’t just about being seen, it’s about being heard, respected, and valued. 

Sometimes, you have to fight for that. So when Sky Sports launched Halo, a female-focused social channel, I was excited… and a little sceptical.

The intention of Halo was good: a space for women in sport to build community and see representation but some elements of the execution landed differently with audiences than intended. 

One of the early taglines, referring to the channel as the ‘lil sis’ of Sky Sports, highlighted how tone can unintentionally shape perception.

I’m not here to preach. Women’s sport is great, valid, and deserving of attention, even if some people don’t agree with that. So let’s take the opinions out of it, and instead look at the strong business case for taking this audience seriously.

Women’s Sport IS Big Business!

Women’s elite sports revenues are projected to hit $2.35 billion by the end of 2025, according to Deloitte. Over half of this comes from sponsorship and merchandising - areas previously underutilised. Brands are finally starting to recognise an audience truly worth investing in.

According to Wasserman’s The Collective study (35,563 respondents), women are more receptive to brands that sponsor teams, leagues, and athletes. Sports Business Journal reports that 58% of female fans view a brand more positively when it sponsors women’s sport, compared to 38% of men, and 65% of women feel loyal to brands that support their favourite teams. 

The takeaway is clear: women aren’t secondary, they’re brand ambassadors waiting for their call up..

The trend is only growing. McKinsey forecasts a $2.5 billion opportunity in U.S. women’s sports alone if broadcasting rights and ticketing are improved. In the UK, over 2.6 million people attended women’s sport events in 2023, a 23% increase from the previous year, growth the men’s game just isn’t seeing - and they’ve gotten there with less commercial support and fewer financial injections.

These aren’t fringe numbers. Female viewership in sport has serious commercial value and is a growing, engaged audience across both the men's and women's game, if you know how to reach them. 

So, what would I have done if I had Sky Sports’ infrastructure and reach?

First, an in-depth audience audit, leading to an audience-focused strategy, not a TikTok trends outlook which is how it appeared. Who exactly were they targeting? Casual watchers, die-hard fans, a specific age group? Regardless of gender, sports fans are not a one-size-fits-all audience, and it’s impossible to engage them all with one single approach.

Sky has huge data at its fingertips. A deeper dive into what these fans follow, where they consume content, and which formats they respond to most could have shaped a more effective launch. It felt like an opportunity that wasn’t fully tapped into.

Most importantly, respect the fans. They’re not an afterthought, or someone’s little sister tagging along whilst their brother is at football. They are the main event, driving new sporting audiences, and they deserve to be treated that way. 

I would have focused on showcasing incredible moments in women’s sports, telling the stories and celebrating achievements that make people connect, invest, and engage with teams, athletes, and communities. When in reality, half of the videos featured on Halo were of male athletes. 

It didn’t need to be “girlified” with matcha or hot-girl-walk references, and it didn’t need to dumb down the sport for women. It didn’t even need to be overly sentimental. It just needed to be authentic and respectful. 

And yet, the channel was removed before it had the chance to fully establish what it could become.

What Comes Next For Female Audiences?

All is not lost. The cancellation of Halo is a chance for broadcasters to reset, refocus, and swoop in as the home of women's sports fans. 

Publicly acknowledging the misstep and pivoting toward authentic female-led engagement signals both accountability and ambition for this market. This is the time for a reset and most importantly, a well throughout rebuild. Sky may feel some short-term impact in support and engagement across their broadcasts and social platforms, but there is still room to rebuild trust and momentum with the right approach.

Strategic partnerships are key: collaborating with women’s leagues, athletes, and influencers ensures authenticity. Campaigns like Missing Manager, fronted by Emma Hayes, show how celebrating women in leadership drives engagement, inspires audiences, and acknowledges there’s still work to do.

The decision to step back from Halo underscores a broader truth… women in sport are not an afterthought, and when crossed, they can make their voices heard. 

Ignoring them is a cultural and business misstep. Broadcasters who design with female fans in mind, celebrating athletes, telling authentic stories, fostering community, and investing in long-term engagement, stand to benefit financially and socially, and be the first to captivate this corner of the market.

At the same time, we must avoid creating a culture of fear around engaging female audiences. People should not feel too intimidated to try new approaches or make a few mistakes while learning to connect authentically. 

From my personal experience, I hope the industry embraces inclusion not as a checkbox but as a fundamental part of how sport is presented, marketed, and experienced. 

Women’s voices, perspectives, and participation are not optional; they are essential to the future of commercial sport. Without them, you’re not fielding a winning team.