Female athletes criticized an advertisement by the bookmaker with Sydney Sweeny
American actress Sydney Sweeney starred in a new commercial for the betting company Novig, which was released on September 9 and drew criticism from well-known female athletes. In the commercial, which lasts less than a minute, the 29-year-old actress poses with sports equipment and mimics playing several sports while fully or partially nude.
In the ad, Sweeney appears with American footballs, sits on a basketball hoop, mimics playing tennis, hockey, and golf, and lies on a pool table. She covers her private parts with sports accessories or her hair. In the commercial, the actress challenges viewers to prove their knowledge of sports.
Criticism of the Sexualization of Sports Due to the Sydney Sweeney Ad
Former swimmer and four-time Olympic champion Ariadne Titmus stated that she is outraged by this type of marketing. She called the ad offensive to women who have dedicated their lives to excelling in their sport and emphasized the value of teamwork, friendship, self-sacrifice, and skill.
British runner Amy Han told the BBC after the 200-meter race at the Ultimate Championships in Budapest that women’s sports are associated with muscles, hard work, blood, sweat, and tears—and isn’t always glamorous or sexy.
Female Athletes’ Reactions to the Sydney Sweeney Ad
Australian swimmer Lani Pallister posted a video on Instagram featuring clips from her training sessions and competitions, contrasting it with the image of sports portrayed in the advertisement. Australian runner Bree Rizzo emphasized that women’s sports are not just about appearance, but also about strength, skill, dedication, endurance, confidence, and achievement.
British cyclist Sophie Capewell stated that the issue isn’t about Sydney Sweeney herself, but rather what captures the audience’s attention. She also noted the number of female athletes who decided to speak out publicly about the ad.
In 2025, another ad featuring Sweeny—which played on the English words “genes” and “jeans”—also sparked controversy. Some journalists and social media users believed that the ad had racist undertones.
