Is women’s sport being reduced to bodies instead of ability? That is the question now at the centre of a growing backlash against actress Sydney Sweeney after a provocative advertising campaign for sports-prediction platform Novig drew criticism from female athletes around the world.
The campaign features Sweeney nude or minimally clothed while posing with sporting equipment, including footballs, a tennis racket, baseball bat and basketball. The advertisement has gone viral, but its portrayal of women and sport has triggered anger among athletes who say it reinforces the sexualisation of women in sports.
British sprinter Amy Hunt was among those to publicly challenge the campaign. Speaking after competing in the 200-metre event in Budapest, Hunt directly contrasted Sweeney’s portrayal with the physical demands of elite sport, pointing to muscles, hard work, sweat and sacrifice.
Australian Olympic swimming champion Ariarne Titmus also condemned the campaign, saying it was deeply offensive to women who have spent years dedicating themselves to sport. She questioned why women’s bodies continue to be used to market sports when athletes say their achievements should be the focus.
Australian surfer Felicity Palmateer similarly described the campaign as damaging, particularly for young girls considering taking up sport. She argued that female athletes should be valued for their abilities rather than their appearance.
Other athletes, including swimmer Lani Pallister, boxer Skye Nicolson and retired gymnast Gracie Kramer, joined the backlash by sharing footage of themselves training and competing as a contrast to the advertisement.
The campaign has nevertheless attracted millions of views online, with reports putting its Instagram reach in the tens of millions within days of its release. Sweeney has also appeared to respond to the criticism by sharing images of female athletes who have previously posed for magazine shoots.
The controversy has now opened a wider debate over how women are represented in sports advertising , and whether provocative marketing helps promote sport or instead reinforces the very stereotypes female athletes have spent years challenging.
