Olympic athletes have come out in force to condemn a sports betting advert featuring actor Sydney Sweeney in various states of undress, while showcasing the real skill, strength and beauty of women’s sport.
The campaign, for US sports prediction market company Novig, depicts Sweeney in minimal to no clothing while she pretends to play several different sports.
It has been widely criticised for sexualising women’s sport, with retired Olympic swimmer Ariarne Titmus saying she thought this type of “bullshit” marketing was a thing of the past.
“I can’t describe how infuriated I feel when I watch this,” the four-time Olympic gold medallist wrote on Instagram. “Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity …
“How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?”
The response from athletes has been swift, not only to denounce the ad but to use it as an opportunity to highlight the excellence of women’s sport. The British sprinter and four-time European champion, Amy Hunt spoke directly to the actor after finishing fourth in the 200m at athletics’ new showpiece event, the Ultimate Championships on Sunday evening. “Sydney Sweeney, this is what women in sport look like,” Hunt told the BBC.
Referring to Melissa Jefferson-Wooden’s winning time of 21.47 seconds, the fourth fastest ever over the distance, Hunt said: “21.4. Muscles. Hard work, blood, sweat, tears” before telling journalists “when you’re a woman in sport, it’s not pretty. It’s not glamorous. It’s not sexy all the time, definitely.”
Taking inspiration from American gymnast Gracie Kramer, who kickstarted a trend of responses centred around her line “this is what a woman in sport looks like”, Australian Olympic swimmer Lani Pallister shared an Instagram video of her training regime, races and medals.
Track sprinter Bree Rizzo also posted a highlights reel of her career on the track while the Australian Institute of Sport’s version featured archery, gymnastics, boxing, softball, and a peek behind the scenes at women’s sport science in action. (The Guardian)
