Sweeney's sports betting ad sparks backlash over sexist marketing

Sydney Sweeney's sports prediction market ad campaign has sparked widespread outrage for its sexualized portrayal of the actress, drawing criticism from athletes and observers who call it cynical and regressive. The campaign, which features Sweeney in minimal clothing, promotes a company where she holds an equity stake. Olympic swimmer Ariarne Titmus and others condemned the ad, while critics note it targets young men despite women's sports achieving record growth and professionalization. Prediction markets face scrutiny over customer losses and ethical concerns, yet the controversy may boost engagement. Similar backlash previously damaged golf brand Good Good, but prediction companies lack established partners to lose, making outrage a calculated marketing strategy.