U.S. actress Sydney Sweeney is once again receiving criticism for an advertisement, this time from female athletes globally, due to a provocative sports betting ad she starred in. The ad, promoting Novig, a sports-focused prediction exchange, was released online and garnered close to 39 million views. In the ad, Sweeney is seen strategically holding sports equipment in front of her body, creating the illusion of nudity while a bass-heavy soundtrack plays in the background.
The advertisement sparked backlash from female athletes and Olympians who deemed it as sexualizing women in sports, thereby hindering their progress. Athletes from various countries and sports backgrounds expressed their disapproval through social media posts and videos, notably targeting Sweeney directly.
Canadian athletes, including members of Team Canada’s Olympic and Paralympic squad, responded by showcasing their skills and dedication in their respective sports, emphasizing the true essence of women in sports. The athletes highlighted the importance of celebrating strength, courage, talent, and the capabilities of female athletes.
Sweeney’s controversial ad history includes a previous backlash over an American Eagle advertisement that was perceived as promoting white standards of beauty and eugenics. Despite the criticism, Sweeney defended the ads. In response to the recent backlash, she posted images of male and female athletes on magazine covers to address the criticism.
The negative reactions continued as Canadian athletes voiced their disappointment with Sweeney’s ad, emphasizing the importance of taking female athletes seriously and not objectifying them. The incident shed light on the historical trend of over-sexualizing female athletes in marketing and media coverage, highlighting the need for a shift towards recognizing and appreciating their skills and achievements.
Studies have shown that female athletes often face objectification and infantilization in media coverage and are more vulnerable to online abuse compared to male athletes. This incident reiterates the ongoing challenges faced by female athletes in the sports industry, calling for greater respect and recognition for their accomplishments.
