Sydney Sweeney's new advertisement for sports betting app Novig has drawn significant criticism from female athletes, with several describing it as a step backward for women in sport.
What the ad shows
The ad, which debuted this week, features Sweeney in a number of provocative poses while promoting the app's betting predictions for sports including the NBA and NFL.
Athlete reaction
British track star Amy Hunt addressed the ad in a post-race BBC Sport interview, saying: "Sydney Sweeney, this is what women in sport look like." American gymnast Gracie Kramer criticised the campaign on Instagram, writing: "This ad is honestly infuriating. I've spent my entire life competing in a sport where female athletes have been oversexualized, reduced to our bodies, and forced to fight to be taken seriously for what we can actually do," adding that women "should not have to take our clothes off to convince men that women belong in sports."
Retired Australian swimmer Ariarne Titmus said in a since-expired Instagram Story: "I can't describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity." British athlete Lucy Davis and Olympic cyclist Sophie Capewell also voiced concerns, with Capewell questioning why the campaign chose that image over one centred more directly on sport itself.
Novig's response
The company defended the ad's creative direction in a statement, saying: "The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge."
Sweeney's apparent response
Sweeney has not directly addressed the backlash publicly, though she shared a series of photos from ESPN the Magazine's Body Issue on her Instagram Stories over the weekend, including images of athletes such as Megan Rapinoe, Sue Bird, Serena Williams, and Ronda Rousey.
