Sydney Sweeney's controversial sports betting ad has drawn criticism extending beyond the campaign itself, with female athletes reporting sexist abuse after deciding to speak out. The Novig advert features Sweeney in a series of provocative poses with sports equipment while promoting the betting platform, prompting athletes to debate on whether women's sport is reduced to sexualised imagery instead of their authentic athletic ability.
As athletes posted videos and photographs highlighting their own achievements in sports, some said they were met with comments that dismiss women's sport and telling women to 'go back to the kitchen.' Cycling Weekly reported that female athletes received misogynistic remarks after challenging the ad, including comments questioning the value of women's sporting achievements.
