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Actress Sydney Sweeney has drawn significant backlash for her appearance in a Novig sports betting advertisement, where she is shown nude while holding sports equipment. The ad, which plays on the theme of being 'just sports,' has been heavily criticized by female athletes and the sporting community for its objectification and misalignment with the values of women in sports.
This time, it’s as part of a new campaign with Novig, a sports betting brand whose latest ad features Sweeney in an array of positions, fully nude, holding sports equipment and proclaiming she’s wearing “just sports.
” The ad has led to much backlash within the sporting community, particularly among female athletes who have dubbed it “infuriating” and “a kick in the face. ” And absolutely – it is. This is far from the first time that Sweeney has been involved in a campaign that has been, well, poorly received.saw the actress at the centre of a eugenics scandal as the slogan ‘Sydney Sweeney has great jeans’ was plastered alongside the advertisement.
The play on words between ‘jeans’ and ‘genes’ had some people wondering whether the brand was conflating ‘good genes’ with being white, to which Sweeney responded: “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life.
” Sweeney has also consistently remained vague regarding her political leanings, a choice that has led to the presumption that she may be, in fact, a little right leaning. This new campaign isn’t exactly as overtly political, but it is grossly offensive – especially to female athletes, many of whom have spent their entire careers trying to refute the idea that sportswomen are too concerned with their looks or, even more controversially, not concerned with their looks enough.
The conflation of sports and sex is a tired one. It’s an idea rooted in misogyny, reminiscent of those advertisements aimed at and created by men that would present a nude or scantily clad woman in a bid to sell anything. A games console. A sporting event.
A can of deodorant. Gambling. Was it Sydney? Her team?
Is it our culture of recognising that controversy sells, and therefore this actress should continue to be involved in questionable campaigns because, hey, it gets people talking?that Novig’s social media mentions grew nine times in the day after the ad was released. What’s more is that, apparently, most the discussion was neutral, while 32.8% was positive, and 17.5% was negative. Sydney herself has yet to directly address the controversy.
Instead, all she has said on Instagram is “just sports” alongside a carousel of content from the ad. She also shared some images of sportswomen nude, including Megan Rapinoe and Serena Williams. And in fairness, Sydney is not one to spend time putting out fires while the rest of the world blazes.
I think that when I have an issue that I want to speak about, people will hear,” she said last year when asked about her apolitical leanings, following the American Eagle backlash. Real Housewives Star Amanda Cronin: ‘I Seem To Activate Toxic People’
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