Sydney Sweeney poses semi-nude for betting site, sparking outrage among Olympic athletes.
An advertisement for the sports betting platform Novig, starring American actress Sydney Sweeney in virtually nude poses, has generated a wave of criticism from Olympic athletes around the world. The athletes denounce the commercial as reinforcing the sexualization of women's sports.
The 58-second video has been circulating on social media since Friday (September 11). Sweeney, 25, known for the series "Euphoria" and the film "The Housemaid," appears with sports accessories such as boxing gloves, balls, a racket, and a golf club, promoting bets "not on war, not on death, not on politics. Just sport." The actress is a shareholder in Novig. The athletes' reaction was reported by Agence France-Presse.
Four-time Olympic champion and former Australian swimmer Ariarne Titmus stated she was “furious” about the advertisement. In an Instagram post, she wrote that the ad “is not only an affront to all women who have dedicated their lives to perfecting their art, but also to all those who appreciate sport for what it truly is: teamwork, friendship, dedication, excellence, unity.” Titmus also denounced “a world where the monetization of women’s bodies and the sexualization of women’s sport are still common.”
Athletes' reaction
French triathlete Mathilde Tily called the commercial "disgusting" and stated on social media that "no amount of money should convince a woman to project this image" at a time when female athletes "are still fighting for the same recognition, the same bonuses... and much more."
Australian swimmer Brianna Throssell, gold medalist in the 4x100m relay at the Tokyo 2021 Olympic Games, filmed herself in competition pools and said: "This is what women in sport look like, Sydney Sweeney!".
American sprinter Gabby Thomas, Olympic champion in the 200m, reinforced the same message. British athlete Amy Hunt, four-time European champion and fourth-place finisher in the 200m at the Ultimate Championship, joined the criticism in the mixed zone of the event in Budapest this Sunday (September 13th): “Sydney Sweeney, this is what women’s sport looks like!”
Sydney Sweeney responds to criticism and exposes sensual photoshoots of athletes.
Sydney Sweeney, 29, responded to criticism she received for a sensual photoshoot for a sports betting campaign. The "Euphoria" actress was accused of sexualizing sports by appearing in provocative poses in various settings related to sporting events.
In response, Sweeney posted ESPN magazine covers on his Instagram Stories featuring athletes who also posed with little or no clothing. Among the names shared were Serena Williams, Ronda Rousey, and Megan Rapinoe.
The campaign was released on September 9th to promote the launch of the betting platform. On social media, there was criticism from women who claimed that the photoshoot reinforced the objectification of women in sports.
“We spent years fighting to be seen and respected for our talent, our strength, and our achievements—and not reduced to our bodies,” wrote one former athlete. Another stated, “This is a slap in the face to every professional female athlete.”
There were also those who defended the actress and praised the campaign. "This is the biggest advertisement in the history of sports and sports betting." Another encouraged the actress: "Keep it up, Sydney!"
In an interview with Variety magazine, Sweeney stated that the goal was to approach sports with humor and without excess. "The campaign was about embracing a fun idea," she said. According to her, the objective was to "put the focus entirely on sports."
