Backlash to Sydney Sweeney Ad Highlights Women’s Sports Rise

A sports-betting ad featuring Sydney Sweeney triggered backlash for sexualizing female athletes, even as women’s sports gain momentum with higher participation, projected revenue growth, and more serious media coverage. Experts say the controversy exposes ongoing tension between empowering portrayals and objectifying imagery, with athletes increasingly using social media and podcasts to shape their own narratives and push back against traditional marketing norms.