Female Olympians Push Back Against Sydney Sweeney's Revealing Sports Betting Spot
Sydney Sweeney appears nude in a new commercial for sports trading app Novig, using sports equipment to cover herself. Several athletes have criticized the campaign on social media, accusing it of sexualizing women's sports. The backlash comes shortly after the ad's release.
The Novig spot features Sweeney, best known for her role in "Euphoria," using athletic gear to shield her body while promoting the sports trading platform. The ad had only been live for a few days when criticism began mounting over the weekend, with multiple Olympians voicing objections across social media platforms.
This marks the second time Sweeney has faced public scrutiny over a commercial, following an earlier campaign that also drew controversy. The athletes' complaints center on how the advertisement frames women's sports through a sexualized lens, arguing that such imagery undermines the seriousness and legitimacy of female athletic competition.
This backlash could reshape how advertisers approach celebrity endorsements in sports-related marketing. Female athletes may feel their professional domain is being trivialized by sexualized imagery, potentially affecting their willingness to partner with brands. The controversy may also prompt advertisers to reconsider creative direction when targeting sports audiences, as public sentiment increasingly scrutinizes the intersection of female athleticism and objectification.