Key facts
- Actress Sydney Sweeney appeared nude in a sports betting advertisement for the app Novig.
- The ad features Sweeney playing various sports while scantily clad or topless, promoting betting on "just sports."
- Female athletes, including Olympians, have criticized the ad for sexualizing women's sports and undermining their achievements.
- Athletes like Gracie Kramer, Ariarne Titmus, Lani Pallister, and Joc Bartram have posted responses highlighting women's dedication and skill in sports.
- Sweeney responded to criticism by sharing images from ESPN's Body Issue, which featured nude athletes.
- Novig stated the campaign aimed to "cut through the noise and put the focus entirely on sports."
Actress Sydney Sweeney has become the subject of criticism from numerous athletes following the release of a highly sexualized advertisement for the sports betting app Novig. The ad features Sweeney in minimal clothing, engaging in various sports activities while promoting the app's betting features.
Athletes, particularly female Olympians and professionals, have voiced their strong disapproval on social media, arguing that the campaign sexualizes women's sports and undermines the dedication and skill involved. American gymnast Gracie Kramer initiated a trend by posting a reel showcasing what a woman in sport looks like, which was followed by many others.
Australian swimming champion Ariarne Titmus described the ad as "an absolute joke" and "a kick in the face to every woman who has dedicated her life to perfecting her craft." She questioned the monetization of women's bodies and the sexualization of women's sport, urging for better representation. Hockeyroos goalkeeper Joc Bartram echoed these sentiments, stating that in a world where women's sport is gaining recognition for talent, the ad felt "out of touch."
In response to the backlash, Sweeney shared images from ESPN's Body Issue on her Instagram stories, which featured nude elite athletes. Novig released a statement asserting that the campaign's concept was to "cut through the noise and put the focus entirely on sports" with "confidence, humor and a playful edge."