Sydney Sweeney’s Controversial Ad Sparks Backlash from Women Athletes Worldwide

LONDON — American actress Sydney Sweeney is facing intense criticism from female athletes over a new advertisement for sports betting platform Novig, in which she appears scantily clad alongside equipment from tennis, golf, baseball, and ice hockey.
Former US gymnast Gracie Kramer sparked the response by posting a video of her routine with the caption: “This is what a woman in sport looks like.” Hundreds of athletes across disciplines followed suit, sharing their own training and competition footage with the same message.
British sprinter Amy Hunt addressed Sweeney directly on BBC after her 200m final in Budapest: “Sydney Sweeney, this is what women in sport look like — muscles, hard work, sweat, blood, tears.” Four-time Olympic gold medalist swimmer Ariarne Titmus and others questioned why women’s bodies still need to be sexualized to promote women’s sports.
Sweeney defended the campaign as a “fun idea,” and Novig’s CEO called it a creative way to spotlight the company’s sports focus. Sweeney holds equity in Novig and serves as a strategic partner to the company.