Sydney Sweeney holds equity in sports prediction market Novig and helped create its nearly nude campaign, making her both an author of the image and the object of the gaze it solicits. As women athletes contest what the ad displaces, the backlash shows how the attention economy can turn desire, feminist criticism, and outrage into commercial value. Sydney Sweeney at the 2025 Toronto International Film Festival -- JoshPopov / WikiPortraits (cropped) By Reynard Loki In an adver