Why Sydney Sweeney’s hyper‑sexualised betting ad matters to women’s sport

The advertisement shows Sweeney, mostly nude, mock‑playing a range of sports – tennis, golf, baseball, ice hockey, basketball, football and soccer – while promoting a betting platform. It has already been viewed more than 33 million times online.

Four‑time Olympic gold medallist swimmer Ariarne Titmus called the spot “an absolute joke” on Instagram, adding that it sets back women in sport. She expressed how angry she felt watching the ad and questioned what message it sends to young people.

Other Australian Olympians joined the criticism. Swimmer Lani Pallister said she had “truly no words”, Hockeyroos goalkeeper Joc Bartram described the ad as “out of touch”, water‑polo player Tilly Kearns said she “absolutely hates” it, and boxer Skye Nicolson urged the company to stop sexualising women in sport.

The athletes argued that the commercial teaches the wrong message to the next generation and asked Sweeney to “do better”. Their posts highlighted the contrast between genuine athletic dedication and the ad’s focus on a sexualised image.

In response, Sweeney shared Instagram stories featuring images from ESPN’s Body Issue, which showcases nude elite athletes such as Serena Williams, Ronda Rousey, Rob Gronkowski and Karl‑Anthony Towns, suggesting a different way to celebrate the human form.

The backlash shows how a high‑profile ad can quickly become a flashpoint for debate about the portrayal of female athletes. By drawing public attention, the Olympians hope to push advertisers toward more respectful representations of women’s sport.

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