Female athletes criticize Sydney Sweeney's nude sports betting ad campaign
Global athletes, including Olympic gold medalist Ariarne Titmus, have slammed Sydney Sweeney's new sports betting campaign for prioritizing sexualized imagery over athletic skill.
Female athletes across multiple sports have condemned Sydney Sweeney’s recent nude ad campaign for Novig, a sports betting platform, calling it a regressive step that reduces athletic excellence to sexualized imagery. The 60-second commercial, which features the Euphoria star posing nude while using sports equipment to cover herself, has drawn sharp criticism for what critics describe as the “monetization of a woman’s body” and the “sexualization of women’s sport.”
Global Athletes Condemn Ad as ‘Kick in the Face’
The backlash began immediately after the ad’s release, with athletes like Australian swimmer Ariarne Titmus and British sprinter Amy Hunt leading the charge. Titmus, a four-time Olympic gold medalist, posted an Instagram Story condemning the campaign, writing: “Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is — teamwork, friendship, dedication, excellence, unity.” Hunt, who finished fourth in the 200m final at the Ultimate Championship in Budapest, echoed similar sentiments, stating: “Sydney Sweeney, this is what women in sport look like.” She highlighted the contrast between the ad’s imagery and the “muscles, hard work, blood, sweat, tears” of real athletic achievement. American gymnast Gracie Kramer also criticized the campaign, sharing a video of her own routine with the caption: “Idk what Sydney Sweeney was doing, but this is what a woman in sports looks like.” Australian sprinter Bree Rizzo added: “There’s so much more to women in sport than how they look. It’s about their strength, skill, dedication, resilience, confidence, and everything they’re capable of achieving.”| Detail | Information |
|---|---|
| Ad Concept | Sweeney posed nude with sports equipment, including footballs, tennis rackets, and hockey sticks, to “cut through the noise” and focus on sports. |
| Key Critics | Ariarne Titmus (swimming), Amy Hunt (track), Gracie Kramer (gymnastics), Skye Nicolson (boxing), Tilly Kearns (water polo), and Lani Pallister (swimming). |
| Sweeney’s Response | Shared nude photos of athletes from ESPN’s Body Issue, including Serena Williams and Megan Rapinoe, to “highlight” athletic bodies. |
Sweeney’s Defense: ‘Playful Edge’ or Misstep?
Sweeney defended the campaign in a statement to Variety, calling it a “fun idea” to “put the focus entirely on sports” with “confidence, humor, and a playful edge.” She also told *People* that she was “surprised by the reaction” and emphasized her commitment to “bringing people together.” However, her response drew further criticism. Australian boxer Skye Nicolson pointed out the distinction between “looking sexy because you do sport” and “using sex to sell sport,” arguing that the ad’s commercial intent undermined its message. “There is nothing wrong with embracing your femininity while also being a badass athlete,” Nicolson wrote, “but this is about monetizing a body, not celebrating athleticism.” Sweeney’s decision to post nude images of athletes from ESPN’s *Body Issue* — a series that has been praised for celebrating diverse athletic forms, was seen by some as a strategic move to deflect criticism. The *Daily Beast* noted that the series, which ran from 2009 to 2019, was “a celebration, not an advert for prediction markets,” and that the athletes featured were “not promoters of a product.”Context of ESPN’s Body Issue: Celebration vs. Commercialism
The *Body Issue* has long been a point of contention. While ESPN’s editors described it as a “one-of-a-kind celebration of the athletic form,” critics argue that Sweeney’s use of its imagery conflates artistic expression with commercial exploitation. The *Daily Beast* highlighted that Sweeney’s ad “plays directly into the male gaze,” given her equity stake in Novig, the sports betting platform. The controversy also reignited debates about the double standards surrounding female nudity in media. Sweeney has previously spoken about the “double standard” in how women’s bodies are perceived, noting that male actors often receive praise for nude scenes while women face scrutiny. “A woman’s body is beyond empowering and beautiful and sexy,” she told the *London Times* in 2025, “and I think that one day I will be able to have control of the narrative of my body.”Frequently Asked Questions
Which athletes criticized the ad?
Notable critics include Australian swimmer Ariarne Titmus, British sprinter Amy Hunt, American gymnast Gracie Kramer, Australian boxer Skye Nicolson, and Australian water polo player Tilly Kearns, among others.
What was the ad’s concept, and how did Sweeney respond?
The ad featured Sweeney nude with sports equipment, which she described as a “playful” way to focus on sports. She responded to backlash by sharing nude photos of athletes from ESPN’s *Body Issue*, arguing that the campaign celebrated athletic bodies.
How does the *Body Issue* differ from Sweeney’s campaign?
The *Body Issue* is a long-standing celebration of athletic diversity, while Sweeney’s ad was a commercial for a sports betting platform. Critics argue that the latter commodifies athletes’ bodies, whereas the former is framed as an artistic and inclusive project.
The controversy underscores deeper tensions about how women in sports are represented and valued. As the debate continues, the next step may involve further statements from Sweeney. For now, the ad remains a flashpoint in the ongoing conversation about the intersection of athletics, commerce, and gender.
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