American actress Sydney Sweeney has faced criticism from elite athletes after appearing naked in advertisements for the sports betting company Novig, in which she is shown juggling balls from several different sports.
The one-minute advert, which began running last week, shows Sweeney nude while handling a football, a basketball, a tennis ball and a snooker ball, at points covering herself with a tennis racquet and a pair of rugby balls. The campaign went viral, drawing 37 million views on Instagram within four days.
British Sprinter Leads Criticism
British sprinter Amy Hunt was among the first athletes to respond, using a televised post-race interview at another event this week to address the advert directly. "Sydney Sweeney, this is what women's sport looks like," she said.
She continued: "Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, you know, and when you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time, definitely."
Hunt won four gold medals at the European Championships in Birmingham last month. Her comments came after she finished fourth in the 200 metres at the inaugural World Athletics Ultimate Championships in Budapest on Sunday.
Olympic Swimmer Also Critical
Australian Olympic swimmer Ariarne Titmus also spoke out against the campaign. "I can't describe how infuriated I feel when I watch this," she said.
Titmus added that the advert was "not only a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is, teamwork, friendship, dedication, excellence, unity."
Who Is Sydney Sweeney
Sweeney, 29, began acting at the age of 11 and comes from a working-class background. She has since become one of the most sought-after and highest-paid actresses in the world, known for her roles in the television series "Euphoria" and "The White Lotus" as well as several films. She is also an equity partner in Novig.
Sweeney Responds
Sweeney has responded to the criticism by posting pictures online of well-known sportswomen who have posed semi-naked for promotional images, including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki.
Previous Ad Controversy
This is not the first time Sweeney's advertising work has caused a stir. Last year she appeared in a campaign for American Eagle jeans that included the line "Sydney Sweeney has great jeans," delivered by a male voice-over. The campaign drew accusations from some online critics that it promoted eugenics. Despite the backlash, American Eagle's sales rose.
The reaction to the Novig advert has also been challenged elsewhere. A Daily Mail opinion column accused the athletes criticising Sweeney of snobbery and jealousy, arguing that elite sportswomen have themselves posed in revealing outfits and promotional shoots. The column noted that several Olympic athletes hold OnlyFans accounts, and that four German Olympic athletes previously posed nude together for the cover of the German edition of Playboy magazine.
The controversy has raised the profile of Novig, a previously little-known sports betting company, as the debate over the advert continues to draw attention on social media.
