Why Sydney Sweeney’s nude betting ad triggered a strong reaction from female athletes

Actress Sydney Sweeney starred in a new commercial for the U.S. betting platform Novig. In the spot she appears with sports gear and sits naked on a basketball hoop, wearing almost no clothing.

The ad quickly drew criticism for sexualising women’s sport and for making light of the years of effort female athletes invest to reach the top of their fields.

Australian swimmer and four‑time Olympic champion Ariarne Titmus called the clip “a kick in the face to every woman who has dedicated her life to perfecting her craft,” adding that it disrespects women who love sport for teamwork and dedication.

U.S. gymnast and NCAA champion Gracie Kramer responded with an Instagram reel that showed her own training. She wrote, “idk what Sydney Sweeney was doing, but this is what a woman in sports looks like,” and the post sparked a wave of similar videos from elite athletes.

The trend spread to other champions, including Australian swimmer Lani Pallister, who posted her pool and gym workouts, and British sprinter Amy Hunt, who told BBC Sport, “When you’re a woman in sport, it’s not pretty. It’s not glamorous. It’s not sexy all the time.”

Boxer Skye Nicolson added that there is a big difference between looking ‘sexy’ because you do sport and using sex to sell sport, emphasizing that athletes can be both strong and feminine.

Novig’s statement notes that Sweeney is not only the face of the campaign but also a “strategic partner and equity holder” in the betting company.

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