U.S. actress Sydney Sweeney is once again under fire for a recent advertisement, sparking outrage among female athletes worldwide due to a provocative nude sports betting ad and her subsequent reaction.
The ad, promoting Novig, a sports-focused peer-to-peer prediction exchange, was released online on September 9 and garnered nearly 39 million views by Monday morning. In the commercial, Sweeney is depicted holding various sports equipment strategically to create an illusion of nudity, accompanied by bass-heavy music.
Sweeney initiates the ad by challenging viewers, stating, “Think you know sports? Prove it,” while positioning a football in front of each breast. The controversial scenes continue, with Sweeney posing on a basketball net, using her hair to cover herself while spinning a ball, and engaging in various sports-related activities while minimally clothed.
The advertisement drew criticism from female athletes and Olympians globally, who condemned the ad for sexualizing women in sports and undermining their achievements. Many athletes, including Canadian Olympians, responded by posting videos showcasing their athletic prowess and dedication to their respective sports, emphasizing the true essence of women in sports.
The negative backlash extended beyond Canada, with athletes from different countries expressing their disappointment and disapproval of Sweeney’s ad. Prominent figures like U.S. gymnast Gracie Kramer and British sprinter Amy Hunt highlighted the hard work and dedication required in women’s sports, contrasting it with the sexualized portrayal in the advertisement.
Australian swimmer Ariarne Titmus criticized the ad, calling it demeaning, while Novig’s CEO, Jacob Fortinsky, defended the campaign, commending Sweeney for bringing attention to a sports-centric platform. Sweeney herself described the ad as a playful and confident portrayal of the sports theme.
This controversy is not new to Sweeney, who previously faced backlash over an American Eagle advertisement that was perceived as promoting white beauty standards. Despite the criticism, Sweeney defended the ads, emphasizing the playful and creative aspects of the campaigns.
The response from female athletes underscores a broader issue of over-sexualization and objectification of women in sports, both in advertising and media coverage. Studies have shown a disproportionate focus on the appearance of female athletes, perpetuating harmful stereotypes and detracting from their accomplishments.