Nude sports-betting ad for Novig triggers fierce backlash from female athletes

Key points

• The advertisement for Novig features Sydney Sweeney, who is an equity holder in the company, posing naked with sports equipment covering her body.
• Female athletes, including British sprinter Amy Hunt, condemned the ad, stating it misrepresents what women in sport look like and could act as a barrier to girls' participation.
• Sweeney responded to the backlash by posting a compilation of professional athletes who have posed nude for editorial spreads, arguing that such imagery has historical precedent in sports media.
• Critics distinguish between the ad and historical 'Body Issue' photos, noting that the latter focused on athletic capability and musculature, whereas the Novig ad emphasized sexual appeal.
• The controversy has prompted a counter-campaign by athletes showcasing their actual athletic abilities, with Hunt noting that the positive response to this counter-campaign has largely overshadowed the initial ad.

Background

This controversy follows a pattern of cultural debates surrounding women's representation in media and sports. In 2014, the 'Like A Girl' campaign by Always highlighted societal biases against girls in sports, a theme that resurfaces in current discussions. The backlash against Sweeney's ad is part of a broader conversation about the commercialization of women's bodies and the progress made in women's sports, with global revenues in women's elite sports projected to surpass $3 billion this year. Previous coverage noted that while some defenders argue Sweeney is pushing boundaries, others see the ad as a regression in the fight for serious recognition of women's athletic achievements.

How outlets are covering it

The Athletic and The Washington Post emphasize the disconnect between the ad's sexualized presentation and the genuine athletic prowess of women in sports, arguing that the ad ignores decades of progress in women's sports. CNN reports on the direct backlash from athletes, highlighting the swift and damning response from women in sport. BBC focuses on the impact on young girls, with Amy Hunt arguing that the ad could deter girls from participating in sports by focusing on appearance rather than ability. The Washington Post also contrasts the ad with the 'Body Issue' photos, noting that the latter celebrated athletic capability, whereas the Novig ad emphasized sexual appeal. The Athletic and BBC both highlight the counter-campaign by athletes showcasing their actual athletic abilities, with Hunt noting that the positive response to this counter-campaign has largely overshadowed the initial ad. The Washington Post also notes the broader cultural context, including the 'Like A Girl' campaign and the commercialization of women's bodies in media.

Why it matters

The controversy highlights ongoing tensions between commercial interests and the representation of women in sports, with potential implications for young girls' participation in athletic activities. It also underscores the importance of celebrating athletic prowess over sexualized imagery in sports marketing, and the need for brands to engage with women's sports in a way that respects and promotes their achievements.

What to watch

The backlash is likely to continue, with more athletes and commentators weighing in on the issue. The counter-campaign by athletes showcasing their actual athletic abilities may gain further traction, potentially influencing future sports marketing strategies. The controversy may also lead to broader discussions about the commercialization of women's bodies in media and the impact of such imagery on young girls' participation in sports.