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Sydney Sweeney faces athlete backlash over Novig ad
Actor Sydney Sweeney is facing intense criticism from professional female athletes following a provocative advertising campaign for the sports prediction platform Novig. In the commercial, Sweeney appears nearly nude, using various pieces of sporting equipment such as basketballs, footballs, and tennis rackets to cover her body.
Elite athletes, including four-time Olympic gold medalist swimmer Ariarne Titmus and gymnast Gracie Kramer, have condemned the campaign. Critics argue that the imagery hyper-sexualizes women in sports and relies on the ‘male gaze’ rather than celebrating athletic achievement, skill, or dedication. Titmus described the advertisement as a ‘slap in the face’ to women who have dedicated their lives to their craft.
Sweeney, who is both a strategic partner and an equity holder in Novig, has defended the campaign. She characterized the concept as ‘playful,’ ‘confident,’ and ‘humorous,’ intended to stand out in a crowded digital landscape. In response to the backlash, she shared historical examples of athletes appearing in similar contexts, such as ESPN’s ‘Body Issue.’
The controversy has had a measurable impact on Sweeney’s social media presence, with reports indicating she lost over 200,000 Instagram followers following the campaign's release.
Entities
Amy Hunt · Ariarne Titmus · Gracie Kramer · Novig · Serena Williams · Sydney Sweeney · World Athletics
Claims
What the coverage asserts, and how many sources carry each claim.
- [○ 1 SOURCE] The advertisement was described as deeply upsetting and disrespectful to women. dailydigest.ie
- [● 2 SOURCES] Sweeney is a strategic partner and equity holder in Novig. dailydigest.ie · www.euronews.com
- [● 3 SOURCES] The platform does not offer betting on wars, deaths, or political events. dailydigest.ie · es.euronews.com · www.euronews.com
- [● 3 SOURCES] The campaign was intended to be confident, humorous, and playful to cut through online noise. dailydigest.ie · es.euronews.com · www.euronews.com