Alexis Ohanian, co-founder of Reddit and a prominent figure in sports investment, is shifting attention back to female athletes following criticism of a controversial advertisement by a betting company featuring actress Sydney Sweeney. The ad, which depicted Sweeney nude but strategically covered with sports equipment, sparked disapproval among women athletes who viewed it as undermining the progress of women’s sports.

Ohanian’s all-female sports event, Athlos, will make its UK debut this evening at London’s sold-out StoneX Stadium. The competition includes notable athletes such as middle-distance runner Keely Hodgkinson and rower Georgia Hunter Bell, who will compete for Tiffany crowns and a total prize pool exceeding $1 million (£790,000). Athlos, co-founded by Ohanian, is designed to highlight competitive female athletes and elevate their profiles and earnings.

Responding to criticism surrounding the advertisement, Ohanian expressed disappointment that marketing efforts continue to rely on sexualized imagery rather than celebrating athletic accomplishments, especially when many female athletes are still striving to secure financial stability in their sports careers. He described the ad as “not at all surprising” but praised how many women athletes had used the controversy as an opportunity to promote their sport and their achievements.

Ohanian’s commitment to women’s sports extends beyond Athlos. His investment portfolio includes a minority stake in Chelsea Women and a founding controlling ownership role in Angel City, a National Women’s Soccer League (NWSL) team. His motivation to create Athlos, an “entertainment-rich” competition series, stemmed partly from regret over not investing in the NWSL earlier and recognition of women athletes’ growing social media influence. He noted that the top female athletes now command significantly higher follower counts than their male counterparts, making women’s sports increasingly attractive to brands.

Although Athlos currently focuses on women’s athletics, Ohanian indicated plans to eventually include men, potentially creating the first league to start with women and then integrate male competitors. The event’s prize money and high-profile advisory board comprising U.S. Olympians Gabby Thomas, Sha’Carri Richardson, and Tara Davis-Woodhall underscore Ohanian’s intent to improve athlete compensation and visibility.

Ohanian is also collaborating with World Athletics to integrate Athlos into the official athletics calendar and expand it into a full league. He recently met with London Mayor Andy Burnham to discuss establishing the city as a regular stop on the tour.

Addressing comparisons drawn between the Sydney Sweeney ad and campaigns such as ESPN’s Body Issue—which features athletes like tennis star Serena Williams posing semi-nude—Ohanian rejected accusations of hypocrisy. He emphasized the difference between professional athletes, whose bodies reflect years of physical dedication, and commercial actors, noting that Sweeney has not devoted her life to sports performance.

While acknowledging that the Sweeney advertisement generated extensive free publicity for Athlos by being a “masterclass” in viral marketing, Ohanian acknowledged it also highlighted ongoing tensions about how women’s sports are promoted and perceived.