Sexualize to Sell? The Ad Sparking a Debate Around Women’s Sports

One ad. Three sports balls. And a controversy that goes far beyond sports.

A new campaign for sports betting app Novig, featuring Sydney Sweeney in a highly revealing outfit while covering herself with sports equipment, has drawn widespread criticism.

Some of the strongest reactions have come from athletes themselves. Olympic swimmer Ariarne Titmus described the campaign as an affront to women who have dedicated their lives to their sport.

At the center of the debate is a simple but important question:

Can women’s sports still be promoted and sold without sexualizing women’s bodies?