If you missed the Sky Sports Halo controversy this week, let’s get you up to speed.

The British subscription sports platform, with the best of intentions and no doubt a very solid business case, launched a female-centric TikTok account called Halo, with the goal of promoting women’s sport.

It was axed after three gloriously inappropriate and poorly conceived days.

Even though we live in an environment where scandal and confected outrage is all too easily manufactured online, often with little bearing to the severity of the perceived crime, Sky Sports absolutely did this one to itself.

The broadcaster put itself on shaky ground from the outset, describing the new TikTok channel as the “lil sis” of Sky Sports. Seriously, everyone signed off on that?

But the worst was yet to come.

A now

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