Sydney Sweeney ad backlash: Critics say it undermines women's sports progress

Actress Sydney Sweeney faces backlash over a Novig sports betting advertisement critics say hypersexualizes women in sport, ignoring decades of progress by female athletes. The campaign has drawn swift condemnation from athletes and commentators. The ad features Sweeney discussing sports while in varying states of undress, prompting women in sport to share images of authentic athleticism in response. Critics argue it undermines gains in women's sports, which are projected to surpass $3 billion in global revenue this year. Commentator Megan Feringa compares the ad to Always' 2014 "Like A Girl" campaign, noting women athletes achieved progress through talent and excellence, not sexualization. Sweeney defended the ad by sharing images of athletes, but critics say the responsibility to counter such portrayals falls on athletes themselves.