Actress Sydney Sweeney has triggered an online storm after appearing nude in an advertisement for Novig, a sports betting platform in which she holds a stake, with several elite female athletes accusing her of reinforcing sexist stereotypes about women in sport.
In the 58-second spot, the star of the HBO series Euphoria and the thriller The Housemaid poses nude, with sporting equipment covering her body. Boxing gloves, a soccer ball, tennis rackets and golf clubs are used to conceal her, as she invites viewers to spend their money on those disciplines. In a voiceover, she says the platform is not for betting on war, death or politics, just sport.
The advert appeared on social media last weekend and quickly drew a wave of criticism, not only from ordinary users but also from high-level sportswomen, including Australian swimmer Ariarne Titmus, who accused the Hollywood star of perpetuating sexist stereotypes that have long undermined women's sport.
Olympic swimmers criticize the ad
Titmus, an Olympic champion, wrote that the advert was an affront not only to every woman who has devoted her life to perfecting her sport, but also to those who value sport for what it truly represents: teamwork, friendship, dedication, excellence and unity. She condemned what she described as a world in which the monetization of women's bodies and the sexualization of women's sport remain commonplace.
Fellow Australian swimmer Brianna Throssell, who won gold in the 4x100m relay at the Tokyo 2021 Olympics, responded by posting a video montage of swimmers competing in pools, accompanied by a pointed message asking Sweeney to look at what women in sport actually look like.
French triathlete calls ad 'vile'
The anger extended to France, where triathlete Mathilde Tily described the advert as vile. She said no amount of money should convince a woman to present such an image, at a time when female athletes are still fighting for the same recognition, the same prize money and more.
Sweeney defends the campaign
Sweeney addressed the criticism in a statement released alongside the advert, saying the campaign was about embracing a fun idea. She said the concept was simple, to cut through the noise and focus entirely on sport, and that the campaign brought that idea to life with confidence, humor and a playful touch.
On Sunday evening, she appeared to respond to the backlash by posting an image from the Novig campaign on Instagram alongside photographs of sports stars, both male and female, who had posed nude for ESPN's sports magazine. The post included tennis players Serena Williams and Caroline Wozniacki, footballer Megan Rapinoe, basketball player Sue Bird and American football player Rob Gronkowski, all pictured in poses not far removed from the Novig spot.
Second controversy in a year
This is not the first time Sweeney has found herself at the center of a public row over an advertising campaign. A year earlier, her participation in a campaign for the jeans brand American Eagle sparked its own controversy, one that even drew comment from Donald Trump, who said at the time that he found the American Eagle advert fantastic.
