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Introducing the idea of 鈥渃horeplay,鈥� bartering household chores and child care for marital intimacy, may have undermined the already limited effectiveness of a partnership between Facebook executive Sheryl Sandberg and the National Basketball Association (NBA) to use pro basketball stars LeBron James, Stephen Curry, and others to further the cause of women's rights at home and at work.

According to the , Sandberg, author of the book, "Lean In: Women, Work, and the Will to Lead," aims to convince men 鈥渢hat they will be better off financially and emotionally if they take more responsibility for housework and child care, while also backing equal rights for women at work.鈥�

"Gender equality doesn't just benefit women, it benefits men in lots of ways," Sandberg told the AP.

Male sports celebrities are scheduled to deliver the message in public service announcements (PSA), aired during NBA games on major TV networks over the next few months.

However, Sandberg, who has already alienated some feminists, also told the AP that she believes most women are likely to have sex with their husbands or partners more frequently when they get more help at home 鈥� thanks to what she termed "choreplay."

鈥淚t seems fundamentally sexist to say men and women are engaging in intimacy in exchange for child care. Also, wow, it鈥檚 just a gross phrase, 鈥榗horeplay,鈥欌�� says , associate professor of sociology and specialist in gender issues at the University of Kansas, in an interview.

鈥淚t seems like a mixed message to look at marital intimacy as some kind of currency women can use when discussing feminism and making strides toward gender equality. That鈥檚 not going to win her any support from women or men that don鈥檛 look at sex and housework as bargain chips," he adds.

Donovan says he learned of 鈥渃horeplay鈥� when he saw it invade his Twitter stream as people began to focus on it, rather than gender equality.

According to Professor Donovan, Ms. Sandberg has been, 鈥渨idely criticized by feminists for putting the onus on women to behave differently in board meetings and professional settings rather than focusing on actually changing the culture.鈥�

Asked if enlisting male sports celebrities will help persuade the average male to do more of the chores traditionally engaged in by women, he replied, 鈥淟et鈥檚 say, I鈥檓 skeptical.鈥�

鈥淭his is not a new idea, enlisting men to deliver the message of feminism. While men are improving in their efforts to do some of the more traditional chores usually ascribed to women, women still work what sociologists call 鈥楾he second shift鈥� at home,鈥� Donovan says. 鈥淲omen are working and getting less sleep, less leisure time because there is still a stubborn gap in homes that leaves women still doing more of the work.鈥�

He adds, 鈥淪imple messaging from celebrities won鈥檛 solve gender equality. It seems the men most likely to accept this message are those who were already predisposed to it. It鈥檚 sad that the only way, in 2015, that some men can accept feminism is another man telling them about it.鈥�

The PSAs featuring the basketball stars are part of a partnership to be announced Thursday between the NBA and LeanIn.org, a nonprofit group Sandberg started two years ago with the publication of her book advising women on the steps they should take to ensure they get the same opportunities as men traditionally have.

is providing men with tips on how to help in brochures that will be available online as part of the campaign with the NBA.

"The NBA is committed to creating a work environment that expects 鈥� and benefits from 鈥� gender equality," NBA Commissioner Adam Silver told the AP.

Donovan concludes, 鈥淚t鈥檚 a bit of a Catch-22. The messaging can help but there has to be real cultural change, which may, in small measure be furthered by celebrity messaging.鈥�

鈥淢ake no mistake,鈥� Donovan says, 鈥淚 do not expect that years from now if gender equality is achieved we will hear anyone saying, 鈥極h and we have Sandberg and LeBron James to thank for that.' 鈥�