Sydney Sweeney's Ad Sparks Fury

A sports betting ad featuring Sydney Sweeney has been widely criticized for sexualizing women's sport. The ad, for Novig's Just Sports, depicts Sweeney in minimal to no clothing while she pretends to play several different sports.

Gymnast Gracie Kramer voiced her opinion regarding the ad campaign, saying it over-sexualizes female athletes through the male gaze. Kramer started a trend of responses centered around her line 'this is what a woman in sport looks like', showcasing the real skill, strength, and beauty of women's sport.

Retired Olympic swimmer Ariarne Titmus also criticized the ad, saying she thought this type of marketing was a thing of the past. Titmus expressed her frustration, stating that the ad is a kick in the face to every woman who has dedicated her life to perfecting her craft.

Other Olympic athletes, including Lani Pallister, Bree Rizzo, and Tilly Kearns, have also spoken out against the ad. World champion boxer Skye Nicolson said the backlash was about making a mockery of women in sport rather than judging how women look.

## Why it matters The controversy surrounding the ad highlights the ongoing issue of the objectification of women in sports. The ad has been widely condemned for perpetuating the 'male gaze', which reduces women's sport to a sexualized spectacle rather than showcasing their athletic abilities. The response from athletes has been swift, with many using the opportunity to highlight the excellence of women's sport and promote a more positive representation of female athletes.

The backlash against the ad also raises questions about the role of women in sports marketing and the need for more nuanced and respectful representation. As Sydney Sweeney is a strategic partner and equity holder of Novig, the ad has sparked a wider conversation about the responsibility of brands and athletes to promote positive and respectful representation of women's sport.

## What happens next The controversy surrounding the ad is likely to continue, with many athletes and fans calling for a more respectful and nuanced representation of women's sport. The incident has sparked a wider conversation about the objectification of women in sports and the need for more positive representation. As the debate continues, it remains to be seen how Novig and other brands will respond to the backlash and whether they will take steps to promote more respectful and positive representation of women's sport.