Sydney Sweeney under fire for ‘sexualising women’s sport’ in sports prediction ad | Sport

Olympic athletes have come out in force to condemn a sports betting advert featuring actor Sydney Sweeney in various states of undress, while showcasing the real skill, strength and beauty of women’s sport. The campaign, for US sports prediction market company Novig, depicts Sweeney in minimal to no clothing while she pretends to play several different sports. It has been widely criticised for sexualising women’s sport, with retired Olympic swimmer Ariarne Titmus saying she thought this type of “bullshit” marketing was a thing of the past. Ariarne Titmus with one of her many gold medals. Photograph: Ashley Landis/AP “I can’t describe how infuriated I feel when I watch this,” the four-time Olympic gold medallist wrote on Instagram. “Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women 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?” The response from athletes has been swift, not only to denounce the ad but to use it as an opportunity to highlight the excellence
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