‘Sydney Sweeney, this is what women in sport look like’: female athletes spark backlash against viral advert
Sydney Sweeney’s appearance in a sports‑betting commercial has ignited backlash from female Olympians and athletes who argue the ad demeans women’s sports through sexualisation. The clip, which amassed over 22 million views in two days, has prompted protests led by British sprinter Amy Hunt, Austra…
In a move that has sent shockwaves through the sporting community, Hollywood actress Sydney Sweeney has become the centre of a controversy after starring in a sports‑betting commercial for Novig. The ad, which quickly gathered more than 22 million views in its first 48 hours, has been criticised by Olympians and professional athletes who say it reduces women’s sport to sexual objectification.
What the Ad Looks Like
The commercial opens with Sweeney’s body draped in footballs, basketballs and other sporting gear. She delivers a rapid‑fire monologue about betting on “just sports,” repeating the word nine times before revealing herself topless on a pool table. Her line, “You can’t trade this, I just look good here,” has been described by critics as a blatant attempt to merge athleticism with adult content.
Athletes Respond: A Call for Respect
British sprinter Amy Hunt, who recently claimed four European championship gold medals, was among the first to voice her disapproval. After finishing fourth in the 200m at the World Athletics Ultimate Championship, Hunt tweeted, “Sydney Sweeney, this is what women in sport look like: 21.4, muscles, hard work, blood, sweat, tears.” She went on to highlight the physical and emotional toll of competing, noting that even a menstrual cycle can derail an athlete’s performance.
Olympic cycling champion Sophie Capewell added her voice to the chorus of criticism. “Imagine a world where sexualised representation isn’t the most popular way of seeing women in sport,” she said on social media, underscoring the need for a more dignified portrayal of female athletes.
Ariarne Titmus, the four‑time Olympic swimming champion from Australia, expressed her fury in a heartfelt post: “I can’t describe how infuriated I feel when I watch this. It’s a kick in the face to every woman who has dedicated her life to perfecting her craft.” Titmus called the campaign a “kick in the face” that undermines teamwork, friendship and excellence—values she believes are at the core of sport.
Defence and Marketing Strategy
Novig’s founder and CEO Jacob Fortinsky defended the ad, arguing that Sweeney’s star power “forces us into the national discourse.” He also pointed out that the platform is restricted to users aged 21 and older, and that Sweeney had approached the company about an equity partnership, contributing to the creative direction of the message.
Public relations veteran Mark Borkowski, who has worked with figures ranging from Mikhail Gorbachev to Diego Maradona, called the commercial “cynical soft porn.” Yet he acknowledged that the controversy could boost the brand’s visibility: “Sex still sells. And her sexuality, the outrage, the culture war argument gets you one thing: enormous reach.” Borkowski warned that while Sweeney may earn significant short‑term income, the long‑term impact on her personal brand could be negative.
Historical Context and Broader Implications
This is not the first time Sweeney has found herself at the centre of a heated debate. Last year, an American Eagle campaign titled “Sydney Sweeney Has Great Jeans” sparked accusations of eugenics due to its play on “genes.” Sweeney, who has appeared in shows such as Euphoria and The White Lotus, has repeatedly stated that she strives to promote unity and oppose hate.
Female athletes across the globe have used social media to rally support for a respectful representation of women in sport. American gymnast Gracie Kramer’s Instagram post, “this is what a woman in sport looks like,” amassed over a million likes, illustrating the public’s appetite for authentic, hard‑earned images of athleticism.
As the debate continues, the conversation has broadened beyond the original commercial. Questions about the ethics of marketing, the portrayal of women in media, and the responsibilities of advertisers are at the forefront. The controversy underscores the ongoing struggle for women in sport to be seen for their skill and dedication rather than their appearance.
What Happens Next?
While Novig stands by its campaign, athletes and advocacy groups are calling for clearer guidelines on advertising that involves female bodies. The incident has sparked discussions in sports federations and marketing circles about the fine line between edgy advertising and exploitation. Whether Sweeney will address the backlash directly or distance herself from the project remains to be seen, but the conversation is likely to shape future advertising strategies in the sports industry.
In the meantime, the sporting world watches closely as the dialogue around representation, respect, and the power of media continues to evolve.
Why it matters
The backlash highlights a growing demand for respectful portrayals of women in sport and raises questions about how advertising can influence public perception of female athletes.
Key points
- Sweeney’s ad was viewed over 22 million times in two days
- Olympians Amy Hunt, Sophie Capewell and Ariarne Titmus publicly condemned the commercial
- Novig defends the ad as a bold marketing move and cites age restrictions
- Mark Borkowski notes the controversy could boost brand reach but warns of long‑term brand damage
- The incident echoes past controversies involving Sweeney and raises broader questions about media representation of women in sport
Frequently asked questions
What was the main criticism of Sydney Sweeney’s ad?
Athletes argued the ad sexualises women’s sport by using Sweeney’s body as a marketing tool, reducing female athletes to objects.
How did Novig respond to the backlash?
Novig defended the campaign, citing Sweeney’s involvement and the platform’s age restrictions, and claimed the controversy increases visibility.
What other controversies has Sweeney faced?
Last year, a campaign by American Eagle titled “Sydney Sweeney Has Great Jeans” sparked accusations of eugenics.
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