Female athletes criticize Sydney Sweeney's Novig ad for sexualizing women in sports

Actress Sydney Sweeney is once again at the center of online controversy. Female athletes globally have voiced their opposition and criticism towards Sweeney's latest project—an advertisement for the sports prediction app Novig. The core of the criticism is that the ad sexualizes women within the sports sphere.

The promotional video, featuring Sweeney in revealing attire alongside sports equipment, has met significant backlash. Several athletes, including Canadian skier Cassidy Gray and Paralympian Beatriz Haz, have shared videos and comments on social media platforms condemning the ad's portrayal of women. They express feelings of being undermined and objectified.

Athletes argue that such advertisements not only diminish women's athletic achievements but also regress women's standing in sports. They emphasize that women should be recognized and compete based on their abilities as athletes, not through sexualization. Many have responded to the campaign by sharing their own compilations of women's sporting achievements.

Supporters of the ad contend it promotes a sports betting platform and has no direct relation to women's sports, suggesting the backlash is unwarranted. Critics, however, maintain that the ad's creative direction fuels the ongoing issue of sexualizing women in sports, a problem athletes have long campaigned against.

The incident also highlights broader questions about the increasing normalization of sports betting in the U.S. Some commentators have noted that the controversy surrounding Sweeney's ad might distract from discussions about the potential harms associated with sports gambling.