Female athletes slam Sydney Sweeney ad as demeaning to women's sports

Actor Sydney Sweeney faces backlash from female Olympians and athletes who accuse her of demeaning and sexualising women's sports in a viral Novig betting advert, viewed over 22 million times, where her nude body is covered by sports equipment. British sprinter Amy Hunt led protests, citing her own athletic achievements and painful realities like menstruation during competition, while Olympic cyclists and swimmers condemned the ad as a "kick in the face" to women in sport. Hundreds of athletes posted their own sporting footage in response. Sweeney defended herself by sharing images of athletes posing naked for magazines, while Novig's CEO called the controversy beneficial for reach. Public relations experts questioned the ad's long-term impact on her brand, noting it is not her first controversial campaign.