Sydney Sweeney Called Out For ‘Sexualizing Women’s Sports’ In New Sports Prediction Ad
Many professional and Olympic level athletes are calling out a new advertisement from US sports prediction market company Novig starring Sydney Sweeney, who is featured in minimal to no clothing while she pretends to play different sports and places the equipment scandalously on her body.
The advertisement and Sweeney are being criticized for sexualizing women’s sports. Retired Olympic swimmer Ariarne Titmas, for example, said that she thought this “type of bullsh-t marketing” was a thing of the past.
“I can’t describe how infuriated I feel when I watch this,” the four-time Olympic gold medallist wrote on Instagram.
“Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity …”
“How do we live in a world where monetizing a woman’s body and sexualizing women’s sport is still a thing?”
Athletes are not only denouncing the advertisement, but using this as an opportunity to highlight the strength and excellence that goes into playing sports professionally.
Amy Hunt, a British sprinter and four-time European champion, called out Sweeney directly after she finished in fourth in the 200 meter at athletics’ new showpiece event, the Ultimate Championships.
“Sydney Sweeney, this is what women in sport look like,” Hunt said to the BBC.
“When you’re a woman in sport, it’s not pretty. It’s not glamorous. It’s not sexy all the time, definitely.”
American gymnast Gracie Kramer started a trend in response to the ad that centers around the line “this is what a woman in sport looks like.” Many professional athletes have been sharing videos of themselves succeeding in their sport with the caption.
Water polo silver medallist Tilly Kearns wrote, “I absolutely f-king hate Sydney Sweeney’s new sports ad.” World champion boxer Skye Nicolson said the “backlash was about making a mockery of women in sport rather than judging how women look.”
“There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport’,” she wrote.
“There is nothing wrong with looking good and doing sport and there’s nothing wrong with embracing your femininity while also being a badass athlete.”
Sweeney is also not just the actor in the advertisement, but a “strategic partner and equity holder,” according to a Novig statement.
Eric Mastrota is a Contributing Editor at The National Digest based in New York. A graduate of SUNY New Paltz, he reports on world news, culture, and lifestyle. You can reach him at eric.mastrota@thenationaldigest.com.
