Alexis Ohanian pushes athletes into spotlight after Sydney Sweeney ad

Alexis Ohanian, co‑founder of Reddit, has called for the media to return its attention to genuine athletes following a betting company’s ad featuring actress Sydney Sweeney. The ad, which used a nude image of Sweeney covered by sports gear, drew criticism from female Olympians and sparked a debate…

By Felo News Desk · Published Thu, 17 Sep 2026 13:44:48 GMT

Reddit co‑founder Alexis Ohanian has publicly urged the media to focus on real athletes after a betting company’s controversial advertisement featuring actress Sydney Sweeney ignited a firestorm of criticism from female Olympians. The ad, which showed a nude Sweeney covered by sports equipment, was intended to promote a sports‑betting platform but was widely seen as a cynical attempt to generate buzz at the expense of women’s sports.

Ohanian’s reaction to the Sydney Sweeney ad

After watching the advertisement, Ohanian told the Press Association that the campaign was a “masterclass” in free publicity. He noted that the ad’s timing coincided with a “perfect storm” for a prediction‑market product that claims to focus on sports. “It hits a nerve where it feels like a step back in light of all the progress women’s sports has been making,” he said. Ohanian dismissed accusations of hypocrisy as a false equivalence, arguing that athletes are defined by their physical excellence, not by their appearance in a marketing campaign.

Enter Athlos: a new platform for women’s athletics

In response to the backlash, Ohanian launched Athlos, an all‑female track and field meet that debuted in London on Friday. The event, held at the sold‑out StoneX Stadium, featured top British athletes Keely Hodgkinson and Georgia Hunter Bell competing for Tiffany‑crafted crowns and a share of a $1,057,000 prize pot. Ohanian’s vision for Athlos is to create a sustainable business model that rewards women athletes while providing a high‑profile platform for sponsors and fans.

Ohanian’s involvement in women’s sports extends beyond Athlos. He owns a minority stake in Chelsea Women and was a founding controlling owner of the National Women’s Soccer League team Angel City. He has also appointed US Olympians Gabby Thomas, Sha’Carri Richardson and Tara Davis‑Woodhall as advisor‑owners of Athlos, hoping to leverage their experience to grow the league.

Broader implications for women’s sports marketing

The controversy has highlighted the tension between commercial interests and the integrity of women’s sports. While the betting company’s ad was designed to capture attention, many athletes and fans argued that it undermined the progress made in promoting women’s athletics. Ohanian’s response—shifting the focus back to athletes and launching Athlos—signals a potential shift in how women’s sports are marketed and monetized.

Ohanian also met with Prime Minister Andy Burnham to discuss making London a fixture on the Athlos tour. He believes that the city’s infrastructure and global profile can help elevate the league’s visibility and attract sponsors. By integrating Athlos into the World Athletics calendar, Ohanian aims to create a sustainable, league‑style format that offers athletes a reliable income stream.

What’s next for Athlos and women’s sports?

Ohanian plans to expand Athlos into a full‑season league, working closely with World Athletics to align the competition with existing track and field events. He also intends to explore the possibility of adding men’s events in the future, a move that could make Athlos the first league to feature both genders. The league’s success will depend on securing sponsorships, building a fan base, and ensuring that athletes receive fair compensation for their performances.

Meanwhile, the debate over the Sydney Sweeney ad continues. Some athletes, including Sweeney herself, have defended the campaign as a celebration of the athletic form, citing past editions of ESPN’s Body Issue. However, many see the ad as a misstep that detracts from the achievements of women athletes. The controversy underscores the need for responsible marketing practices that respect the dignity and hard work of athletes.

As Athlos gains traction, it may set a new standard for how women’s sports are promoted and monetized. By prioritizing athlete welfare and providing a platform for genuine competition, Ohanian hopes to shift the narrative from sensationalism to celebration of athletic excellence.

For now, the world watches as Athlos establishes itself in London and as Ohanian navigates the complex landscape of sports marketing, athlete compensation, and brand partnerships.

Key facts

Ohanian criticizes a betting ad featuring Sydney Sweeney for undermining women’s sports
Athlos, an all‑female track meet, debuted in London with top athletes competing for a $1,057,000 prize
Ohanian owns stakes in Chelsea Women and Angel City, and has appointed Olympians as advisors
The controversy sparked a broader discussion on responsible marketing and athlete compensation
Ohanian plans to expand Athlos into a league and possibly include men’s events in the future

Why it matters

The debate highlights how commercial tactics can undermine the progress of women’s sports, while initiatives like Athlos offer a potential model for sustainable athlete support.

Frequently asked questions

What is Athlos?

Athlos is an all‑female track and field competition created by Reddit co‑founder Alexis Ohanian, designed to provide a high‑profile platform and financial rewards for women athletes.

Why was the Sydney Sweeney ad controversial?

The ad used a nude image of actress Sydney Sweeney covered by sports equipment to promote a betting company, which many athletes and fans felt was a cynical attempt to generate buzz at the expense of women’s sports.

How is Ohanian involved in women’s sports?

Ohanian owns a minority stake in Chelsea Women, was a founding owner of Angel City in the NWSL, and has appointed Olympians as advisor‑owners of Athlos.