Current and former female athletes are criticizing actress Sidney Sweeney for sexualizing women in sports for posing semi-nude in an ad for a sports betting company.
Sweeney, the busty movie actress, may have given the sports betting company instant brand recognition, but she’s paying a price for it on social media. But not in all quarters.
Oddly, Riley Gaines, the most outspoken MAGA sports personality and critic of transgenders in sports, has yet to publicly comment on Sweeney’s controversial Novig Sports ad.
Three years ago, however, Gaines publicly condemned Adidas for featuring a model with male physical attributes to advertise a women’s swimsuit.
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In 2024, Gaines also blasted Dove over its Super Bowl commercial aimed at boosting body confidence among young girls in sports. She labeled the ad “a load of crap,” and called the company hypocritical.
Gaines, a former competitive swimmer for the University of Kentucky and 12-time NCAA All-American, now hosts a podcast. She gained noteriety when she tied for fifth place with University of Pennsylvania transgender swimmer Lia Thomas in the 200-yard free-style at the 2022 NCAA Division I Women’s Swimming and Diving Championships.
The New York Independent reached out to Gaines, through her “X” account and is awaiting a response.
In the ad, the 29-year-old actress keeps her private parts mostly covered — although it’s clear she’s nude.
Sweeney and Novig have had no shortage of critics.
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Among them is four-time Olympic gold medalist and world record holder Ariarne Titmus. In an Instagram post, she captured some of the fury over Sweeney’s appearance in the ad.
“I can’t describe how infuriated I feel when I watch this,” the Australian swimmer posted.
“Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity.
How do we live in a world where monetizing a woman’s body and sexualizing women’s sport is still a thing?” she added.
British sprinter Amy Hunt took a poinant jab in a BBC interview after a race. “Sydney Sweeney, this is what women in sport look like. Muscles. Hard work, blood, sweat, tears,” she said.
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For her part, Sweeney, who owns shares in Novig, shared Instagram images of various elite athletes—Serena Williams, Ronda Rousey, Caroline Wozniacki. and Megan Rapinoe—who also posed nude for ESPN magazine’s “Body Issue.”
“The campaign was about embracing a fun idea,” Sweeney said in a statement. “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”
The ad features Sweeney in various stages of undress featuring sports equipment from football shoulder pads, a hockey goalie mask, a baseball catcher’s helmet. The ad ends with her atop a pool table. “You can’t trade this. I just look good here,” she says.
Check out Sidney Sweeney’s ad for Novig and a Riley Gaines ad for her podcast.
Keith Girard has four decades of experience as an award-winning reporter, editor-in-chief, and senior media executive. Keith’s career began in Washington, D.C., where he was a reporter for The Washington Post and a contributing editor for Regardie’s and Washingtonian magazines. He also worked as a writer/producer in CNN’s Washington Bureau and has written non-fiction books on the U.S. Marines in the Gulf War and Donald Trump and two novels, “The Heidelberg Conundrum” and “The Curse of Northam Bay.”