Sydney Sweeney faces athlete backlash over nude sports betting ad

Athletes Across Disciplines Condemn the Nude Betting Campaign

Following the debut of an ad campaign for the sports betting platform Novig, a wave of female Olympians and elite competitors took to social media to call out the campaign. The 29-year-old Euphoria actress posed naked with footballs, a tennis racket, a baseball, and a hockey stick in the ad.

British sprinter Amy Hunt was among those who expressed opposition to the ad when she finished fourth in the 200m final at the Ultimate Championship in Budapest on Sunday. In a post-race interview with BBC Sport, she said: "Sydney Sweeney, this is what women in sport look like."

"Sydney Sweeney, this is what women in sport look like."

Amy Hunt, British sprinter, via BBC Sport

Australian Olympic swimmer Ariarne Titmus also criticised the ad, writing via her Instagram Story: "I can’t describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is - teamwork, friendship, dedication, excellent, unity… How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?"

"I can’t describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is - teamwork, friendship, dedication, excellent, unity… How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?"

Ariarne Titmus, Australian Olympic swimmer, via Instagram

Australian water polo player Tilly Kearns wrote that she hated Sweeney’s new sports ad. Australian boxer Skye Nicolson wrote: "There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport’. There is nothing wrong with looking good and doing sport and there’s nothing wrong with embracing your femininity while also being a badass athlete."

"There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport’."

Skye Nicolson, Australian boxer, via Instagram

American gymnast Gracie Kramer shared a video of herself performing a routine and wrote: "Idk what Sydney Sweeney was doing, but this is what a woman in sports looks like." Other athletes including Bree Rizzo, Lucy Davis, Lani Pallister, Joc Bartram, and Felicity Palmateer also shared reactions or content highlighting their training and athletic careers.

Sweeney’s Counter-Response and Statements

Following the backlash, Sweeney shared several photos of athletes posing nude on her Instagram Stories, including Serena Williams, Ronda Rousey, Megan Rapinoe, Caroline Wozniacki, Sue Bird, Karl-Anthony Towns, Myles Garrett, Rob Gronkowski, and Jason Kelce, pulled from ESPN Magazine's Body Issue series.

Sweeney explained the concept behind the campaign in a statement shared by Variety, saying: "The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge."

Critics and media outlets, such as Australia’s Cheek Media and the media company Not All Clubs, weighed in on the distinction between athletic features in magazines and promotional ads for gambling platforms, pointing out potential financial benefits and the use of a sexualised body to sell gambling.

Context: Prior Controversies

Sweeney previously came under scrutiny following the launch of a "Great Jeans" advert that sparked a debate over race because of the use of "jeans" as a play on "genes". While some critics saw the wordplay as a nod to eugenics, American Eagle stated the advert referred only to the company’s denim jeans.

Sweeney told US publication People regarding that reaction: "I was honestly surprised by the reaction. I don’t support the views some people chose to connect to the campaign. Many have assigned motives and labels to me that just aren’t true. Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness."

Key Reactions Summarised