Sydney Sweeney is no stranger to a viral moment, and her latest one has the internet in a full-on debate. The actress posted stills on Sunday from her new Novig sports betting campaign, where she’s strategically covered by footballs and shoulder pads. Almost immediately, female athletes including British sprinter Amy Hunt, gymnast Gracie Kramer, and Australian swimmer Ariarne Titmus spoke out, arguing the ad sexualizes women’s sports and sends the wrong message.
Instead of issuing a statement or firing back with words, Sweeney shared ESPN Body Issue covers of nude athletes on her Instagram Stories. No caption, no context, no explanation. Fans have been left to interpret the move for themselves, with some calling it a clever commentary on double standards and others saying it dodges the real criticism. It’s also the second time in weeks she’s been at the center of an ad controversy, following the American Eagle campaign that drew similar scrutiny.
What makes this story stick is that it touches on something bigger than one celebrity. It’s about how women’s bodies get used to sell everything from clothing to sports betting, and who gets a say in what’s empowering versus what’s exploitative. The athletes who spoke up are asking a fair question: why does this keep happening to women’s sports?
So what’s your read on it? Was Sweeney’s response a masterclass in not feeding the trolls, or did she sidestep the actual conversation?
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Local Lawton
Local Lawton is a contributor to LocalBeat, covering local news and community stories.