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Actress Sydney Sweeney has sparked a significant public debate following the release of a promotional campaign for the sports betting platform Novig. The advertisement, titled Just Sports, was released in mid-September 2026 and features the Euphoria star posing with various sports equipment. The campaign aims to promote the platform as a space focused exclusively on sports, distancing itself from political or global issues.
The advertisement has drawn sharp criticism from several professional female athletes, who argue that the imagery relies on the hypersexualization of women rather than highlighting athletic achievement. Olympic swimmer Ariarne Titmus expressed disapproval, distinguishing between the physical fitness required for sports and the use of sexualized imagery for commercial gain. Additionally, former gymnast Gracie Kramer and sprinter Amy Hunt launched a social media movement titled This is what women in sports look like, sharing content that emphasizes the physical reality of high-performance training.
Supporters of the campaign, including Novig CEO Jacob Fortinsky, have defended the advertisement. Fortinsky stated that Sweeney possesses a unique ability to engage audiences and noted that the platform is intended for users over the age of 21. Proponents also highlighted that Sweeney is a partner and creative director at the company, asserting her right to manage her own image and business interests.
In response to the criticism, Sweeney shared historical covers of the ESPN Body Issue, which featured professional athletes such as Serena Williams and Ronda Rousey posing nude. This comparison was intended to suggest that the commercial celebration of the human body in a sports context is an established practice within the industry.
Article source: www.elsalvadortimes.com | Image credit: www.elsalvadortimes.com
