Female athletes protest sexualization in sports media

Female athletes globally are launching a viral campaign to protest the ongoing sexualization of women in sports. The movement seeks to shift the media focus away from athletes' bodies, clothing, and physical appearance, and toward their professional achievements, talent, and athletic performance.

The controversy gained momentum following a global backlash against a Novig betting house advertisement featuring actress Sydney Sweeney. In response, athletes have used social media to share videos, reflections, and photographs that highlight the diversity of athletic bodies and the rigorous training required for elite competition.

In Spain, the movement has gained traction through platforms like El Periódico, where athletes are discussing the obstacles they face and advocating for a change in how women's sports are consumed and reported by the media.