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Abbie McManus: Former England defender trades in football for firefighting - BBC

·May 29, 2026

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This article is an excerpt. To read the full content, visit the original source. BBC

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Sydney Sweeney’s prediction ad is cynical, unhealthy and reveals plenty about modern sports | Jane McManus - The Guardian

Prediction markets are a cynical business. Many customers will lose money, and the real product may just be the delightful dopamine hit that comes in that brief window between placing a bet and its outcome – which is statistically more likely to be a disappointment than a victory. So the bettor has to think they are buying more than their own fleecing. Enter Sydney Sweeney, the icily beautiful actor who stars in a sports prediction market company’s ad campaign wearing little more than a bat and balls. She’s not a professional athlete, but she functions to remind us that plenty of people want us to believe the best woman in sports is the one who appeals to men. It’s the same ethos that puts capturing the male gaze on a list of hiring criteria for TV sideline reporters, and made Olivia Dunne the richest athlete in college sports. But of course Dunne put in years of training as an elite gymnast, and didn’t serve to make a mockery of women’s sports. Does Sweeney? After her American Eagle campaign was criticized as eugenics-adjacent, she eventually issued vague comments about how, yawn, surprised she was at the outcry.

The Guardian·