Apparently, take off her clothes.

That uncomfortable reality sits at the heart of the backlash surrounding Euphoria star Sydney Sweeney’s new ad for sports betting company Novig. In it, Sweeney poses nearly nude, hugging footballs, basketballs, a tennis racket and other gear. The images are provocative and engineered to go viral, receiving over 22 million views in just two days.

What, exactly, are we being asked to notice? Sweeney? Her body? Or the sports themselves? That distinction is everything. This is not a call to police Sweeney’s choices; she has every right to own her image. Women can be sexual, self-assured and authentically themselves. The problem is when a woman’s body becomes the main event in a sports narrative, especially when she is not even an athlete.

The Fight to Be Seen

Women in sports already battle to be seen for their achievements, not just their bodies. Last year, nearly 3.54 million girls played high school sports in the U.S., accounting for 43% of all participants. At the college level, 242,341 women competed in NCAA athletics. Women are not side characters in American sports; they are nearly half the talent on the field, court, pool and track. Nevertheless, the struggle for equal opportunity is far from won. A 2024 GAO report shows women make up 56% of college students, yet only 42% of college athletes. At nearly two-thirds of colleges, women’s sports participation lags by at least 10 percentage points compared to enrollment. Four in ten colleges have not closed the gap since 2009-10. For decades, women have fought for funding, respect and the right to compete. Still, when they finally stand in the spotlight, another question arises: What are they being valued for? Female athletes face a constant balancing act. Strong, but not “too” strong; competitive, but always “feminine.” They are judged on their performances and their appearances, asked to perform at the highest level and then explain how they look doing it. Their bodies are both their instruments and their first hurdle.

There is no single age at which people start sexualizing girls in sports. Research does show, however, that the way female athletes are represented can affect how adolescent girls view both those athletes and themselves. Elizabeth Daniels, a developmental psychologist who researches gender, media and the experiences of girls and women, studied how different portrayals of female athletes affected adolescent girls and college women. In her 2012 study, Daniels examined responses from 258 girls ages 13-18 and 171 college women. She found that images of female athletes actively performing their sports encouraged viewers to focus on athletic ability and view those athletes as role models. Sexualized images, by contrast, encouraged more objectified views of both the athletes and themselves. Is it about what her body is doing or what her body looks like? 

Olympic figure skater Evgenia Medvedeva knows that line all too well. In a 2024 interview, she referenced being just 14 when judges told her to pad her costume because she did not have enough breasts for higher scores. Body commentary, she said, was simply routine in figure skating. Fourteen. At an age when most girls are still discovering themselves, an elite athlete was told she was not “feminine” enough. This is the culture young female athletes inherit.

Context Changes Everything

Sweeney’s response to the backlash made things even more tangled. She posted images of female athletes posing nude for ESPN’s Body Issue — Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Caroline Wozniacki. Her argument: “Athletes do it too, so what is the difference?” The answer is context. Those athletes were featured because of what their bodies can do. The Body Issue celebrated the power, discipline and stories written in muscle and sweat. Those bodies were not just for display; years of training built them.

The Novig ad tells a different story. Sweeney is not there for her athletic skill; she is there for her appeal. That difference is exactly why so many athletes pushed back.

The Backlash from Pro Athletes

British sprinter Amy Hunt addressed Sweeney after competing at the Ultimate Championships, saying, “Sydney Sweeney, this is what women in sport look like.” She pointed to the reality behind elite performance: “Muscles, hard work, sweat, blood tears.” Those are the things the advertisement leaves out. The exhaustion. The injuries. The early mornings. The failed races. The missed opportunities. The hours of practice when nobody is watching.

Australian Olympic swimmer Ariarne Titmus made a similar argument, calling the advertisement “a kick in the face” to women who have dedicated their lives to perfecting their craft. She questioned how society could still be “monetizing a woman’s body and sexualising women’s sport.” Boxer Skye Nicolson made perhaps the clearest distinction: “There’s a big difference between looking ‘sexy’ because you do sport compared to using sex to sell ‘sport’.”

Its significance matters even more when considering how few female athletes actually make it to the professional level. The NCAA estimates only 0.8% of women’s college basketball players were drafted into the WNBA in 2024. Including international professional opportunities, NCAA estimates 9.1% of that cohort had professional opportunities. For most female college athletes, playing professionally is not the next step. It is an extraordinarily narrow path. The women who do make it have already spent years proving they belong. They should not then have to compete with another standard of attention, one that asks whether women are attractive enough to sell the sport.

Choice vs. Expectation

The history of women’s sports uniforms shows how complicated that expectation could become. In 2021, Norway’s women’s beach handball team was fined €1,500 after its players wore shorts instead of the bikini bottoms required by competition rules. The European Handball Federation classified the shorts as “improper clothing” and fined each player €150. The controversy was not about whether the athletes could play in the shorts. It was about whether they were showing the expected amount of skin. The real problem lies in the tension between choice and expectation. Nothing is wrong with a female athlete choosing a bikini. Nothing is wrong with an athlete choosing shorts. Nothing is wrong with a woman choosing to pose nude. The problem comes when women are expected to display their bodies to participate, compete, or attract attention. That is why this issue goes beyond Sweeney herself. Her campaign followed a well-worn playbook: appeal to the male gaze, go viral, and rake in exposure. Novig got what it wanted; the bigger question is what this strategy says about how women are still sold in sports.

Representation is not just about women being visible; it is about what they are valued for. A young athlete should see a woman in a sports ad and think, “I want to be that strong.” She should see a swimmer and want to work that hard. She should see an athlete and be inspired by what her body can do, not just how it looks. Beauty and sexuality are not the issue; it is the difference between valuing a woman’s accomplishments and using her body for clicks. Those are not the same.

A woman can be exceptional at her sport and still find that her appearance gets more attention than her performance. Women in sports have invested generations fighting to be seen as more than bodies. They have demanded the right to compete, to lead, to inspire. As a woman in sports, I know an athlete is never just a body. She is the hours no one sees, the losses she learns from, the work she puts in and the moments she earns.  Young girls are watching. They deserve to see women honored for their power and achievement. Women in sports are competitors, athletes, leaders, teammates and champions. Watch them for what they can do, not just for how they look.

On Monday, Sept. 22, the Ballon d’Or award ceremony, which awards this year’s most accomplished soccer player (men and women being judged separately), took place in Paris. This year’s men’s award went to Ousmane Dembélé, Paris Saint-Germain (PSG)’s most accomplished forward.

The 28-year-old Frenchman produced a season that was as decisive as it was spectacular. In 2024–25, Dembélé powered PSG to a historic campaign, winning nearly everything, including the club’s first-ever UEFA Champions League title, the most significant club trophy in world football. Individually, he posted a remarkable 35 goals and 16 assists in 53 games, making him one of Europe’s most productive players. In comparison, in 2022 Messi was awarded the Ballon d’Or despite scoring only 21 goals and delivering 16 assists. On paper, his Ballon d’Or seems beyond dispute. Yet, as always, the award ignited debate in the football community. Was Dembélé’s season truly the best? Did someone else deserve it more? These are familiar questions, as the Ballon d’Or has always been both a barometer of excellence and a lightning rod for controversy.

A Legendary Award with Subjective Edges

Part of the Ballon d’Or’s mystique lies in its subjectivity. Like the Oscars for cinema, the award claims to recognize the “best,” but who and what defines “the best” is constantly contested. France Football, the magazine that created and still administers the Ballon d’Or, tries to guide voters with three clear criteria:

1. Individual performances: decisiveness and overall impact
2. Team performances and achievements: collective success matters
3. Class and fair play: professionalism, attitude, and sportsmanship

These criteria deliberately blend quantitative and qualitative factors. Goals and assists matter, but so do intangible traits — leadership, consistency and composure under pressure. This mix is precisely why the Ballon d’Or retains its intrigue. A player can excel statistically yet still be edged out by someone whose trophies carry more weight.

Do Individual or Collective Stats Win a Ballon d’Or?

The assumption that “most goals + most trophies = Ballon d’Or” oversimplifies the picture. Certainly, scoring records and silverware have historically boosted a candidate’s odds. But the award often prioritizes the type of trophy over sheer quantity. Since 2005, 15 of the 20 Ballon d’Or winners have captured a major title (Champions League, European Championship, or World Cup) in the same year they lifted the award. In other words, winning the biggest competitions at the highest level often tips the scales.

Dembélé checks both boxes. Not only did he lead his team in decisive personal contributions (goals and assists) he also helped PSG to the sport’s ultimate club prize: the UEFA Champions League. It is this blend of individual decisiveness and historic collective success that made his 2024–25 campaign irresistible to voters.

Is the Award Reserved for Forwards?

A frequent criticism of the Ballon d’Or is that it overwhelmingly favors attacking positions. Over the past two decades, forwards and attacking midfielders have dominated the award, winning 15 out of the last 20 years. Yet this hasn’t always been the case. Prior to 2000, defenders like Franz Beckenbauer and Fabio Cannavaro won the trophy, proving that elite defending can be as decisive as goalscoring in the eyes of voters.

Nevertheless, the shift reflects football’s evolution. Modern voters favor players who produce direct goal contributions because these are easy to quantify. Players like Achraf Hakimi — who excel as fullbacks but also deliver phenomenal offensive stats — embody a hybrid player that could eventually break the forward monopoly again. But for now, the award’s bias toward attackers remains pronounced.

Best Player vs. Best Season

One final major tension surrounds the Ballon d’Or: should it reward the “best player” overall or the “best season”? Lionel Messi and Cristiano Ronaldo won the Ballon d’Or even in years when another player arguably had a stronger single campaign, simply because their sustained brilliance redefined the sport.

Dembélé’s 2025 victory aligns both sides of that debate. He wasn’t merely a good player having a great year or an all-time great winning on sheer reputation; he was a world-class talent whose season reached a historic peak. His contributions weren’t empty numbers but decisive interventions in the most important games. In that sense, he represents the rare case where the award honors both an elite player and a truly unmatched season.

Why Dembélé’s 2025 Ballon d’Or Was Undeniable

In combining elite statistics, the sport’s biggest club trophy, and match-winning moments, Ousmane Dembélé embodied the very criteria France Football laid out decades ago. His campaign stood at the intersection of individual mastery and collective achievement, the precise sweet spot Ballon d’Or voters are supposed to reward.

For once, the conversation about who “deserved” the Ballon d’Or may be shorter than usual. Dembélé’s 2024–25 season wasn’t just a personal triumph; it was the fulfillment of his immense promise and a historic milestone for PSG.

Photo by Bo Zhang via Uplash.

Sept. 8, 2024 marked the end of an olympic summer in Paris. The stakes were high, as Paris had not previously hosted the Olympics since 1924. Between broken records and social unrest, let’s dive into my main takeaways from Paris 2024!

1. Marketing in Paris

Paris has been in the spotlight all summer with these Olympic Games, which have shown Paris in a spectacular and elegant light. Indeed, it all began on the very first day with the ceremony on the Seine, which despite the rain sent out a strong message to the whole world. The urban marketing worked, and the visual spectacle outshone the sport, with the use of mythical sites such as the gardens of the Château de Versailles, the Eiffel Tower and the Palais Garnier. The magnificent city of Paris was worthily represented, and as a reward, 12 million spectators from all over the world attended the games–an all-time record. 

2. 126 Medals for Team USA

The American delegation was sparkling this year, taking a well-deserved first place on the medal table in terms of overall medals won. Once again, the USA demonstrated the power of sport as soft power, and this dominance only seems to be increasing. This year, the USA won 13 more medals than at the last Olympic Games in Tokyo, with a total of 126 medals, including 40 gold, (equalling China in the number of gold medals, but with a greater number of medals overall).

3. Paralympics: a catalyst for change

The Olympic summer came to a close with two exciting weeks of Paralympic Games, marked by an all-time record for the largest number of participating delegations. The sporting performances were once again breathtaking, but the real challenge of the Paris Paralympic Games was to raise public awareness. Indeed, the Games served as a bridge to create a sense of unity not only between different countries but also with communities of people with disabilities. Some politicians even asked themselves how they could do more to help those living with disabilities. Valérie Pécresse, a French politician, expressed her desire to renovate Parisian transport systems to adapt them to be fully accessible. That’s what the Paralympic Games are all about: bringing us closer to isolated communities and inspiring positive change.

4.  When sports meets business

As with every Olympics, money is king, and the Olympics were particularly expensive, costing in excess of 10 billion euros. Indeed, with such a huge investment, the French government confiscated over a hundred student housing units for more than 3 months, and increased the cost of bus and metro tickets by almost 2.5 times the normal amount. These controversial decisions gave rise to numerous demonstrations and social demands.

5.  Hypocrisy in the land of human rights 

Every Olympiad brings its share of controversy, and this year’s Olympics were no exception. France has a reputation for openness, yet Muslim athletes were banned from wearing the hijab (a sign of belonging to Islam). This ban has also been criticized as anti-feminist. Further fueling these concerns, Steven Van de Vede, a Dutch volleyball player convicted on three counts of rape involving a minor, was allowed to participate in the Olympics. Although, the opening ceremony showed France to be a country of love and tolerance, these contradictions have been believed by many to run counter to the very spirit of sport.

Honorable Mention: Snoop Dogg, Paris Olympics true mascot

World-famous artist Snoop Dog made a sensational contribution to the magic of the Olympic Games. Snoop Dogg was hired by NBC as a presenter to cover certain sporting events, as well as a promoter for the Olympic Games. He seemed to be everywhere, and his charisma and humor brought a lot of levity. His energy was so iconic that these Olympics will be remembered as part of Snoop Dog’s legacy.

Team Penske – Ford

The cars: Austin Cindric No. 2, Ryan Blaney No. 12, Joey Logano No. 22

The story: Penske is a team at the top of their game, with Logano winning the 2022 championship and Blaney winning the 2023 championship. Blaney has continued his form into 2024, while Logano has had a terrible start but is typically strong in the summer stretch. Cindric, meanwhile, looks to rebound in his third full-time season after a sophomore slump last year. Can the Penske crew make it three titles in a row?

The predictions: Blaney and Logano will both be title contenders as usual despite Logano’s slow start. Cindric will probably still be behind his teammates, but I expect him to improve over last year in nearly every metric and possibly get his second career win.

Wood Brothers Racing – Ford

The cars: Harrison Burton No. 21

The story: Wood Brothers is a team with a long history, having run the No. 21 car with the same paint scheme since the 1960s. Historical success does not translate to consistent results, however, and the No. 21 car has been quite slow with Burton behind the wheel. Even a close technical alliance with Penske hasn’t done much to help their speed.

The predictions: WBR has been terrible since Burton took over driving duties in 2022, and I don’t expect them to do much better in 2024. Burton needs to have a good year or else his time in the Cup Series might be over.

RFK Racing – Ford

The cars: Brad Keselowski No. 6, Chris Buescher No. 17

The story: After Buesher won three races in 2023 and both RFK cars finished top 8 in points, expectations for this team are high going into 2024. After a decade-long slump that saw the team downsize from five cars to two and lose multiple championship-tier drivers, RFK’s future is finally looking bright with a solid start to 2024.

The predictions: Keselowski is the last remaining competitive owner-driver, and I expect him to break his two-year winless drought this season. Buescher’s three wins should give him the confidence to continue his streak. A championship push may well be realistic for both RFK cars.

Stewart-Haas Racing – Ford

The cars: Josh Berry No. 4, Noah Gragson No. 10, Chase Briscoe No. 14, Ryan Preece No. 41

The story: Once a championship-tier organization, SHR is shedding relevance with each passing year. 2014 champion Kevin Harvick and longtime veteran Aric Almirola retired after 2023 with their roles filled by rookie Berry and second-year driver Gragson. Last year, Harvick dragged his team to relevance, but he’s not here to repeat those glories in 2024.

The predictions: With Harvick’s retirement, SHR lost its best driver by far. I would be shocked if any of their four cars were in the top 20 in points since Briscoe and the talented rookie Berry are their only realistic chances at relevance.

Front Row Motorsports – Ford

The cars: Michael McDowell No. 34, Todd Gilliland No. 38

The story: McDowell has been the underdog story of the 2020s, winning races in both 2021 and 2023  and bringing long-time backmarkers FRM to relevance. The No. 34 has made the most out of FRM’s resources and become a fan favorite through consistency and persistence which have brought the rewards of increased funding and support from Ford going into 2024.

The predictions: FRM’s increased manufacturer support has already paid dividends with McDowell and Gilliland showing lots of speed early in 2024. Front Row won’t make a championship run yet, but I would expect McDowell to compete for a win or two.

Rick Ware Racing – Ford

The cars: (Multiple Drivers) No. 15, Justin Haley No. 51

The story: Rick Ware has always been a backmarker team with quite slow cars, but they’ve been improving over the past few seasons. Adding Haley, a proven competitor capable of getting good runs out of weak cars, is a significant upgrade for this team, and we’ve seen RWR show more speed than usual early in 2024.

The predictions: RWR isn’t great, and they won’t be winning races anytime soon. What RWR is looking for is consistency and improvement, which I believe Haley can bring in the No. 51 while the No. 15 hosts a few drivers looking for a full-time ride.

Hendrick Motorsports – Chevy

The cars: Kyle Larson No. 5, Chase Elliott No. 9, William Byron No. 24, Alex Bowman No. 48

The story: This team oozes talent. Byron is coming off a breakout six-win year, Bowman is a dependable performer and 2020 champ Elliott is looking for revenge after a winless 2023. Add Larson, the 2021 champ and arguably the best race car driver in the world, and you have a terrifying juggernaut. They’ve already won three of the first six races: Byron won at Daytona and Circuit of the Americas, while Larson took Las Vegas.

The predictions: Hendrick is consistently the championship favorite. I expect Elliott and Bowman to have fantastic comeback seasons, Byron to keep winning races and Larson to at least be a championship contender right at the end.

Trackhouse Racing – Chevy

The cars: Ross Chastain No. 1, Daniel Suárez No. 99

The story: The young Trackhouse team is already a top-tier organization going into their fourth year of competition. Chastain is a championship threat with a flair for aggressive driving, Suárez got his second career win at the start of the year and the team co-owned by Pitbull (yes, that Pitbull) remains the most interesting team in the sport.

The predictions: Trackhouse has six wins over the past two seasons, and I think they’ll come back strong this year with both full time cars getting a win and Chastain making another deep championship run.

Richard Childress Racing – Chevy

The cars: Austin Dillon No. 3, Kyle Busch No. 8

The story: Adding two-time champion Busch for the 2023 season was a great decision as he brought the team legitimacy and three wins to boot. Dillon, on the other hand, had his worst statistical year since 2019 and his worst points finish ever. RCR has promise, but if they want to shake the “Richer Children’s Racing” moniker, they’re going to need to prove that both cars are legitimate contenders.

The predictions: In his second season at RCR, Busch will be searching for consistency to match his speed, which I think he’ll find despite a rough start. Dillon will likely rebound, but I still anticipate him to be a non-factor for wins or the championship.

Spire Motorsports – Chevy

The cars: Corey Lajoie No. 7, Zane Smith No. 71, Carson Hocevar No. 77

The story: A long-time backmarker, Spire has quietly been improving in recent years. Lajoie has established himself as a dependable and competent driver, and he’s paired with two talented rookies in Hocevar and Smith for 2024. If the team is going to make a big stride forward, this year would be a great time to see Spire move up the charts.

The predictions: Spire won’t be a title contender, but Lajoie is quite talented and will get a few good finishes. Hocevar and Smith will have some learning to do, but once they settle in, this team has potential to shake up the midfield.

Kaulig Racing – Chevy

The cars: (Multiple Drivers) No. 16, Daniel Hemric No. 31

The story: Kaulig brings a brand new driver lineup with Justin Haley moving on from the No. 31 and A.J. Allmendinger moving back to the lower-tier series from the No. 16. Hemric, a consistent performer in the lower series, takes over the No. 31 full-time, while the No. 16 has a rotating cast of part-time drivers. This will be an adjustment year; can Kaulig set up for the future?

The predictions: Kaulig has struggled through its first few seasons, and losing two talented, full-time drivers in Haley and Allmendinger is a tough blow. One Kaulig car in the top 20 in points would be a good season for this team.

JTG Daugherty Racing – Chevy

The cars: Ricky Stenhouse Jr. No. 47

The story: JTG Daugherty isn’t a flashy team, but in recent seasons Stenhouse has been a consistent and reliable driver, bringing this small team good results and the occasional win. They don’t have the speed or the resources of the big-name teams, but the JTG Daughtery crew has steadily found ways to finish races well and get themselves unexpected results.

The predictions: The No. 47 car won’t be in contention for a championship, but Stenhouse has shown good form recently, including a win in 2023. Don’t be surprised when this team randomly appears in the top ten or even top five several times this year.

Joe Gibbs Racing – Toyota

The cars: Denny Hamlin No. 11, Martin Truex Jr. No. 19, Christopher Bell No. 20, Ty Gibbs No. 54

The story: Coach Gibbs has built an empire headlined by 2017 champ Truex and 3-time Daytona 500 winner Hamlin. The up-and-coming Bell and Ty Gibbs (grandson of Joe) give them staying power. Despite losing two-time champ Kyle Busch after 2022, JGR has not missed a beat, racking up wins and remaining a title threat. With Bell and Hamlin winning early this year at Phoenix and Bristol, respectively, JGR is setting up for another great season.

The predictions: Truex, Hamlin and Bell have all been title contenders in the past few years, and I expect that to continue. Gibbs showed great promise in his rookie year and his 2024 is off to a fast start. He has a great chance to get his first Cup win later this year.

23XI Racing – Toyota

The cars: Bubba Wallace No. 23, Tyler Reddick No. 45

The story: This team, co-owned by JGR driver Denny Hamlin and NBA legend Michael Jordan, is coming off its best season yet with Reddick winning twice and both cars finishing top 10 in points. The future appears bright for the organization with two young talents behind the wheel and an ownership group invested in the team’s long-term growth.

The predictions: 23XI has steadily improved with each passing year, and I expect this trend to continue. Reddick will continue to contend for wins and might be a dark horse for the title, while Wallace has a great shot at his third career win.

Legacy Motor Club – Toyota

The cars: John Hunter Nemechek No. 42, Erik Jones No. 43

The story: LMC switched from Chevy to Toyota for the 2024 season after a disappointing 2023. Jones managed to have a few strong runs towards the end of last year. Nemechek joined LMC after two fantastic seasons in the lower series. After a terrible 2023, can LMC rebound into competitive form with a new manufacturer?

The predictions: This team is hard to predict. Despite finishing 27th and 32nd in points last year, there’s a surprising optimism about this team. I don’t expect title contention, but a win for one or even both LMC cars wouldn’t shock me.

Every weekend from now until November, these 36 cars will be in action with their drivers and teams traveling across the nation to compete at all manner of tracks. It is these tracks that we will turn to next, from the high banks of Daytona to the winding esses of Sonoma. I hope to see you there!