U.S. actress Sydney Sweeney has once again stirred controversy with an advertisement. This time, she has sparked anger among female athletes globally with a provocative sports betting ad. The ad, promoting Novig, a sports-focused prediction exchange platform, was released online on September 9 and quickly garnered nearly 39 million views by Monday morning. In the ad, Sweeney is seen holding various sports equipment strategically in front of her seemingly nude body, accompanied by bass music.
The advertisement, which features Sweeney showcasing different sports equipment in suggestive poses, has drawn criticism from female athletes and Olympians who claim it objectifies women in sports and hinders their progress. The discontent has transcended borders and sports disciplines, with many athletes posting videos on social media under the hashtag “Dear Sydney Sweeney” in protest.
Canadian athletes, including members of the Olympic and Paralympic teams, expressed their disapproval through various social media platforms. They emphasized the dedication, hard work, and achievements of female athletes, showcasing their skills and resilience in response to Sweeney’s ad.
The controversy also sparked a global response from athletes worldwide. Athletes like U.S. gymnast Gracie Kramer and British sprinter Amy Hunt highlighted the true essence of women in sports through social media posts and interviews, emphasizing hard work and dedication.
Australian swimmer Ariarne Titmus criticized the ad, labeling it as disrespectful and emphasizing the need to celebrate female athletes for their abilities rather than objectifying them. In contrast, Novig’s CEO applauded the campaign for focusing on sports but faced backlash from the sports community.
This is not the first time Sydney Sweeney has faced backlash for controversial advertising. Last year, she received criticism for an American Eagle advertisement that some interpreted as promoting eugenics. Despite the backlash, Sweeney defended the ad, which received mixed reactions.
The recent ad controversy has reignited discussions about the portrayal of female athletes in the media and the need to focus on their skills and achievements rather than objectifying them. The response from athletes and the public underscores the importance of representing female athletes with respect and recognition for their talents and hard work.