# @glorioussport on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/DdPAbnzCMNn
- **Gondola URL:** https://gondola.cc/posts/70446977-glorioussport-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/36a5e10dae.jpg
- **Posted:** 2026-09-13T16:37:30.000+00:00
- **Account Owner:** Glorious Sport (@glorioussport) — https://gondola.cc/glorioussport

## Caption

Sport + attractive woman + very little clothing = male attention.

It’s one of the oldest equations in sports advertising. And now Novig, one of the newest players in prediction markets, has put Sydney Sweeney at the centre of it.

This is bigger than Sydney Sweeney in her knickers. It’s about what happens when one of the oldest ways of selling sport to men collides with one of the newest ways of monetising their attention.

Because betting is becoming ever more entwined with sport, and prediction markets have taken things somewhere stranger still. Wars. Death. Politics. Against that backdrop, Novig’s selling point is almost reassuring: none of that. “Just sports.”

Then there’s Sweeney herself, which makes the whole thing considerably less straightforward. She has equity, agency and every reason to monetise a body the world seems determined to reduce her to.

But sport has spent decades expanding the ways women are seen within it. So when sex is still such an easy route to male attention, and betting is becoming an increasingly powerful way of monetising it, what exactly are we selling the next generation of sports fans?

We’ve bitten. We’re just not entirely convinced by what we’ve bitten into.

Read: Bet on Boobs.

GLORIOUSSPORT.COM / Link in bio

#sydneysweeney #sportsbusiness #sportsadvertising #sportsmarketing #womeninsport

## Stats

- **Views:** 0
- **Likes:** 0
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- **Comments:** 50

## Tags

sportsbusiness, sydneysweeney, sportsmarketing, sportsadvertising, womeninsport

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