Key facts
- Actress Sydney Sweeney is facing backlash from female athletes over a controversial Novig advertisement.
- Critics argue the ad demeans and sexualizes women's sports.
- The advert features Sweeney topless, covered by sports equipment, promoting a sports prediction company.
- British sprinter Amy Hunt contrasted the ad with the reality of female athletes' hard work and struggles.
- Australian swimmer Ariarne Titmus called the campaign a 'kick in the face' to women in sports.
- The controversy has generated significant attention for Novig.
Actress Sydney Sweeney is facing significant criticism from female athletes and Olympians for her appearance in a recent advertisement for the sports prediction company Novig. The advert, which shows Sweeney topless and covered by various sports equipment while promoting the company, has been viewed millions of times. Athletes like British sprinter Amy Hunt and Australian swimmer Ariarne Titmus have voiced strong disapproval, arguing that the ad sexualizes and demeans women's sports, failing to represent the dedication, hard work, and struggles involved. Hunt contrasted the ad's portrayal with the reality of female athletes, noting the unglamorous aspects of their careers. Titmus described the campaign as a 'kick in the face' to women who have dedicated their lives to their sports. In response to the backlash, Sweeney reportedly shared images of other prominent female athletes posing nude for magazine shoots, including Serena Williams and Megan Rapinoe. Public relations consultant Mark Borkowski commented that while the ad might be considered 'cynical soft porn,' the controversy would likely benefit Novig by generating enormous reach, though he questioned if Sweeney might regret the decision long-term.