Sydney Sweeney’s promotional campaign for the betting platform Novig, released on September 9, has ignited a fierce debate over the sexualization of women’s sports and the monetization of female athletes’ bodies. According to American media reports cited by SportWin, the actress lost roughly 200,000 Instagram followers following the release of the one-minute spot, in which she covers her body exclusively with athletic equipment.
The Backlash From Elite Athletes
According to SportWin, the primary criticism came directly from professional sportswomen who questioned the underlying marketing message. Four-time Olympic swimming champion Ariarne Titmus publicly criticized the campaign as nonsense, challenging how the monetization of the female body and the sexualization of women’s sports continue to operate in modern advertising. Rather than issuing a written statement, Sweeney responded via Instagram Stories by sharing archival photographs of athletes from ESPN’s Body Issue—a publication featuring athletes who chose to undress themselves. The curated selection included tennis star Serena Williams, mixed martial artist Ronda Rousey, basketball player Sue Bird, soccer player Megan Rapinoe, and tennis player Caroline Wozniacki, alongside male athletes such as Rob Gronkowski, Myles Garrett, Karl-Anthony Towns, and Jason Kelce.
Alexis Ohanian Calls Out a False Equivalence
According to the British outlet SPORTbible, Reddit co-founder and Athlos founder Alexis Ohanian addressed the controversy before the London premiere of his women’s athletic series. Speaking to ESPN, Ohanian pointed out a fundamental flaw in the comparison, noting that Sweeney is not a professional athlete and that the campaign was clearly designed to provoke a reaction. Ohanian emphasized that the core purpose of ESPN’s Body Issue is to celebrate individuals—both men and women—who willingly choose to participate based on decades of rigorous craft. “Your body is a resume of how much effort you’ve put into it,” Ohanian told ESPN, contrasting the lifelong physical toll of professional sports with the background of an actress.
:max_bytes(150000):strip_icc():focal(731x289:733x291)/serena-alexis-ohanian-111624-eca8504181f2451388e8f4380855e142.jpg "Sydney Sweeney's Husband Slams Her Over Serena Williams Photo Response")
Did you know? Alexis Ohanian, who co-founded the women’s soccer club Angel City FC in 2020 and holds a minority stake in Chelsea Women, stated that his own social media feed subsequently filled with women showcasing their athletic abilities on the field and track rather than marketing controversies.
Comparing Athlete Representation and Commercial Campaigns
| Aspect | ESPN Body Issue | Novig Platform Campaign |
|---|---|---|
| Participants | Professional athletes (male and female) | Actress Sydney Sweeney |
| Intent & Context | Celebrating bodies shaped by decades of athletic discipline | Commercial betting platform promotion |
| Source Attribution | SportWin | SportWin & SPORTbible |
Ohanian clarified that he is not angry about the commercial itself, telling ESPN, “If she wants to be naked in a commercial, prima, fine.” Instead, his objection centers on what he termed a false equivalence that detracts from the visibility and achievements of actual sportswomen. Highlighting voices from the athletic community, Ohanian pointed to British sprinter Amy Hunt, who previously utilized post-race media appearances on the BBC to emphasize what female physiques in competitive athletics genuinely look like.
Frequently Asked Questions
Who criticized the Sydney Sweeney betting platform advertisement?
According to SportWin, elite sportswomen led the criticism, notably four-time Olympic swimming champion Ariarne Titmus, who labeled the marketing a sexualization of women’s sports.
How did Sydney Sweeney respond to the backlash?
Instead of a written statement, Sweeney shared historical photographs on Instagram Stories from ESPN’s Body Issue, featuring prominent athletes such as Serena Williams, Ronda Rousey, and Megan Rapinoe.
What was Alexis Ohanian’s perspective on the comparison?
According to ESPN and SPORTbible, Ohanian criticized the comparison as a false equivalence, explaining that an athlete’s body represents decades of professional athletic sacrifice, which differs from a commercial campaign featuring a non-athlete.
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