U.S. actress Sydney Sweeney is once again under fire for a recent ad campaign that has sparked outrage among female athletes worldwide. The advertisement, promoting a sports gambling platform called Novig, features Sweeney posing with various sports equipment strategically placed to create an illusion of nudity. The ad, viewed nearly 39 million times online, drew criticism for sexualizing women in sports and perpetuating outdated stereotypes.
Female athletes and Olympians from different countries and sports disciplines voiced their concerns, with many taking to social media to express their disapproval. Canadian athletes such as Sophia Jensen, Madeline Schizas, Molly Carlson, and Ellie Black shared videos showcasing their athletic prowess and highlighting the true essence of women in sports.
The global response was not limited to Canada, as athletes from around the world joined the conversation. U.S. gymnast Gracie Kramer and British sprinter Amy Hunt were among those who spoke out against the ad, emphasizing the hard work and dedication required in professional sports.
Australian swimmer Ariarne Titmus criticized the ad, calling it demeaning and questioning the continued sexualization of women in sports. In contrast, Novig’s CEO praised the campaign for focusing on sports but faced backlash from the sporting community for its portrayal of female athletes.
This is not the first time Sweeney has faced backlash for a controversial ad campaign. Last year, an American Eagle advertisement she starred in was criticized for promoting unrealistic beauty standards and potentially endorsing eugenics. Sweeney’s response to the recent backlash included sharing images of male and female athletes on magazine covers to draw attention to the disparity in how athletes are portrayed.
The negative reaction to the ad highlighted deeper issues within the sports industry, where female athletes have often been objectified and marginalized based on their appearance rather than their skills. Studies have shown a disproportionate focus on the physical attributes of female athletes in media coverage, perpetuating harmful stereotypes and undermining their achievements.