Sydney Sweeney has responded to online criticism of her new sports betting advertisement by sharing images of other athletes who have posed nude for promotional purposes. The actress and former Euphoria star posted a series of Instagram Stories on Sunday, featuring promotional photos and magazine covers of athletes in various states of undress alongside her own commercial for the sports-only market predictions app Novig. The commercial, released on Wednesday, shows Sweeney in a nearly-nude state while promoting the app.
Sweeney highlights historical precedents in response to criticism
Sweeney’s Instagram Stories included photos of female athletes such as Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki, all of whom have posed nude or nearly nude for magazine covers or promotional material. She also included images of male athletes, including Myles Garrett, Rob Gronkowski, Karl-Anthony Towns, and Jason Kelce, who have appeared shirtless or nude in sports-related contexts. The caption accompanying the post read, "It's gamedayyyy," and tagged the Novig platform.
The commercial itself, which Sweeney shared again in her Stories, features her in a sports-themed setting while wearing minimal clothing. The app’s marketing emphasizes sports predictions and market analysis, with Sweeney’s participation framed as part of the campaign’s provocative approach.
Mixed reactions to the advertisement
The advertisement and Sweeney’s subsequent response have generated significant online debate. Some social media users criticized the campaign, with one commenter stating, "As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and disappointed by this campaign. We’ve spent years fighting to be seen and respected for our talent, strength and achievements, not reduced to our bodies." Another user wrote, "It’s too bad she couldn’t do an ad like this with her clothes on. It’s meant to be controversial just like Brooke Shields years ago. That’s what sells."
Conversely, supporters of the campaign praised Sweeney’s approach. One user commented, "This is the greatest ad in sports and sports betting history," while another described it as a bold and effective marketing strategy. The actress has not directly addressed the criticism in her public responses but has continued to share content related to the campaign.
Broader context of athlete representation in media
The debate over Sweeney’s advertisement reflects ongoing discussions about the sexualization of female athletes and celebrities in media campaigns. The inclusion of historical examples of nude or semi-nude athlete poses in Sweeney’s response underscores a longstanding practice in sports and entertainment marketing, where athletes’ bodies are often used to attract attention. The controversy also highlights differing opinions on whether such representations empower women or perpetuate objectification.