Just no

The GIST: We said it once and we’ll say it again, that ad sucked. Whether it was intended as rage bait or just the most recent flop in a series of problematic sports adverts, it’s exhausting. Content creators are leading the backlash against said ad, and no one is doing it better, or more empowering, than actual women in sports. Bam.

The context: Last week, new sports-focused prediction market Novig dropped its first national brand campaign starring equity investor and actress Sydney Sweeney. Mostly naked save for a few strategically placed pieces of sporting equipment, Sweeney describes the creative direction as bold with a “playful edge,” but the backlash shows many sports fans aren’t buying it.

The response: Former UCLA gymnast Gracie Kramer posted a response to the ad that racked up over 17M views on Instagram in just two days. Her prompt to show what a woman in sports looks like was taken up by athletes all over the world, from skateboarders and powerlifters to boxers and everywhere in between.

• The ad hits close to home for a lot of these athletes because of the significant push to de-sexualize sportswear and TV broadcasting in recent years so women can feel more comfortable competing. And on the business side, existing in a male-dominated industry shouldn’t mean success comes from submitting to the male gaze.

The takeaway: It’s 2026, and some brands are showing they can’t sell a product without sexualizing or humiliating women. The volume of prediction markets is expected to reach $1T by 2030 and more than $5B in trading volume was recorded over the first NFL weekend. But if a marketing department in one of the fastest growing industries in the world can’t make an ad without objectifying women, maybe it isn’t worth the gamble.

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The GIST: There are a lot of questions surrounding the future of Racing Louisville FC in the NWSL. While most clubs are making (or considering) major infrastructure investments and looking to capitalize on the bright future of women’s soccer, Racing Louisville is falling behind despite only being in the league for five years. Woof.

The numbers: Louisville was announced as an expansion team in 2019 and Soccer Holdings LLC, the group behind the investment, bought into the league for around $2M, a number unrecognizable in today’s NWSL expansion market. For context, Bay FC joined three years after Racing and put up $53M, while forthcoming expansion team Columbus paid a record $205M to join in 2028.

• Currently, its valuation sits near the bottom of the list of teams (somewhere between $127M and $140M) and its dismal attendance numbers and player retention problems seem to be hurting the club’s long-term viability.

The solution: It’s true in sports that sometimes you have a winning season and sometimes you lose. But in the NWSL, finishing last doesn’t increase your chances of landing a top talent in the next draft as it was eliminated by the 2024 CBA.

• And although this gives players more autonomy and falls in line with international soccer standards, it makes it harder for mid-size clubs to compete with league giants who not only have more money, but have better facilities and marketing opportunities.

• Because of this, the Racing Louisville ownership group recently announced that it’s open to not just selling, but complete relocation. Definitely watch this space.