U.S. actress Sydney Sweeney is once again under fire for a recent advertising campaign. This time, she has sparked outrage among female athletes worldwide with a promotional video for a sports gambling platform called Novig.
The ad, which was released online on September 9 and garnered nearly 39 million views by Monday morning, shows Sweeney holding various sports equipment in front of what appears to be her naked body, set to a backdrop of bass music. In the video, she is seen holding a football in front of her chest, perching on a basketball net, spinning a ball with her hair covering her, and posing with different sports gear.
The advertisement has drawn criticism from female athletes and Olympians who argue that it sexualizes women in sports and undermines their progress. This backlash has transcended borders and sports disciplines, with many athletes posting videos on social media addressing Sweeney directly.
Canadian athletes and the official TikTok account for Canada’s Olympic and Paralympic team have strongly condemned the ad, showcasing their female athletes’ strength and dedication in response. Athletes like Sophia Jensen, Madeline Schizas, and Molly Carlson have taken to social media to express their disappointment with Sweeney’s portrayal of women in sports.
Sydney Sweeney’s controversial ad has not gone unnoticed globally, with athletes from various countries sharing their perspectives. Prominent figures like U.S. gymnast Gracie Kramer and British sprinter Amy Hunt have spoken out against the ad, emphasizing the hard work and dedication required in sports.
Australian swimmer Ariarne Titmus criticized the ad, describing it as disrespectful and emphasizing the need to stop objectifying women in sports. In contrast, Novig’s CEO Jacob Fortinsky defended the campaign, praising Sweeney for highlighting their sports-focused platform in a bold manner.
This is not the first time Sydney Sweeney has faced backlash for her advertising campaigns. In a previous American Eagle ad, she was accused of promoting unrealistic beauty standards and eugenics. Despite the controversy, Sweeney stood by the ad, downplaying the negative reactions.
The recent backlash against Sweeney’s sports betting ad has reignited discussions about the sexualization of female athletes and the need for more respectful representation in sports media. Female athletes continue to advocate for fair treatment and recognition based on their skills and achievements rather than their appearance.