Sydney Sweeney’s sports activities buying and selling advert attracts backlash from athletes – NBC Los Angeles
Sydney Sweeney is placing her concentrate on “Simply Sports activities” in her newest advert marketing campaign, however feminine athletes are lower than impressed.
The actress stars in Novig’s new nationwide marketing campaign selling the sports activities buying and selling platform forward of soccer season. The marketing campaign options Sweeney in a collection of provocative photographs with sports activities balls and items of athletic gear strategically protecting her physique.
Whereas Novig says the marketing campaign is supposed to spotlight its singular concentrate on sports activities, some feminine athletes are calling consideration to what they are saying is a unique problem: how girls are represented within the sports activities world.
Gymnast Gracie Kramer shared movies of herself competing alongside a message directed on the marketing campaign.
“Idk what Sydney Sweeney was doing however that is what a lady in sports activities appears to be like like,” Kramer wrote.
Olympic 100-meter semifinalist Bree Masters additionally responded, sharing pictures of herself as an athlete and writing, “Respectfully Sydney Sweeney… That is what girls in sports activities actually appear like.”
The reactions come as Sweeney’s advert sparks dialog on-line over the choice to make use of the actress’ look and sexuality as a part of a marketing campaign for a sports-focused platform.
Novig says the provocative marketing campaign was intentional.
In a press launch saying the marketing campaign, the corporate described it as a strategy to convey its “Simply Sports activities” message to life with “confidence, humor and a playful edge.”
“The idea is straightforward: minimize by means of the noise and put the main focus solely on sports activities,” Sweeney mentioned within the launch. She additionally joins Novig as a strategic accomplice and fairness holder.
Novig launched nationwide final month and describes itself as a sports-focused prediction market. The corporate says its platform combines the mechanics of contemporary monetary exchanges with a sports-first expertise designed particularly for sports activities followers.
Novig additionally highlights its 21-and-over age requirement, calling itself the one prediction market to take care of that restriction.
“Sports activities followers deserve a prediction market constructed particularly for them,” Novig co-founder and CEO Jacob Fortinsky mentioned within the launch.
The marketing campaign will run nationally throughout digital, social, on-line video and out-of-home placements all through soccer season, with further inventive and activations deliberate for the autumn.
The advert just isn’t Sweeney’s first time discovering herself on the heart of a debate over an promoting marketing campaign. Her 2025 American Eagle marketing campaign, which performed on the phrases “denims” and “genes,” sparked widespread on-line dialogue and criticism.
Now, Sweeney is again in one other attention-grabbing marketing campaign, this time with a sports activities prediction market firm, and feminine athletes are making their very own message clear.
