Actress criticized for ‘sexualizing women’s sport’

Olympic athletes have come out in force to condemn a sports betting advert featuring actress 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 criticized for sexualizing women’s sport, with retired Olympic swimmer Ariarne Titmus saying she thought this type of “bullshit” marketing was a thing of the past.

Actress Sydney Sweeney poses for photographs ahead of an Armani Beauty dinner during the 83rd Venice International Film Festival in Italy on Sept. 3.

Photo: Reuters

“I can’t describe how infuriated I feel when I watch this,” the four-time Olympic gold medalist wrote on social media.

“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…” she wrote. “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 of women’s sport.

Taking inspiration from US gymnast Gracie Kramer, who started a trend of responses centered around her line “this is what a woman in sport looks like,” Australian Olympic swimmer Lani Pallister shared a video of her training regime, races and medals.

Track sprinter Bree Rizzo also posted a highlights reel of her career on the track while the Australian Institute of Sport’s version featured archery, gymnastics, boxing, softball and a peek behind the scenes at women’s sport science in action.

Water polo silver medalist Tilly Kearns wrote: “I absolutely fking hate Sydney Sweeney’s new sports ad,” while world champion boxer Skye Nicolson said the backlash was about making a “mockery” of women in sport rather than judging how women look.

“There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport,’” she wrote in a social media post. “There is nothing wrong with looking good and doing sport, and there’s nothing wrong with embracing your femininity while also being a badass athlete.”