Sydney Sweeney has found herself at the center of a growing controversy after appearing in a new sports betting advertisement that has drawn strong criticism from Australian athletes and public figures.
The US actress features in the campaign for a betting company in a series of highly suggestive scenes. In the advertisement, Sweeney appears naked or partially naked, with footballs and other sports equipment used to cover parts of her body. At one point, she sits topless on a basketball hoop while declaring that the campaign is simply about sports.
The repeated use of the word sports throughout the advertisement has not stopped the backlash. Instead, the campaign has prompted criticism over the way women and women’s sport are represented, with several current and former athletes publicly expressing their disappointment.
Australian water polo player Matilda Kearns responded by sharing footage of herself competing in the pool and training at the gym. Her post was accompanied by a pointed message presenting a very different image of women in sport.
Retired Australian swimming champion Ariarne Titmus also reacted strongly. The four-time Olympic gold medallist described the advertisement as deeply offensive to women who have devoted years to their sporting careers. She questioned why women’s bodies were still being sexualised and used to attract attention in commercial campaigns.
Independent MP and former Olympian Zali Steggall also entered the debate, describing the advertisement as incredibly disappointing and offensive. She argued that the campaign uses a woman’s body to promote sports betting while turning women’s sport into a sexualised joke.
Steggall also drew on her own experiences as a young athlete. She said she had previously faced pressure to take part in sexualised campaigns that focused on her body in ways that made her uncomfortable. In her view, those experiences diminished her identity and achievements as an athlete.
The former Olympic skier stressed that female athletes have spent decades fighting to be recognised as serious competitors. She said women in sport should be viewed as strong and powerful athletes rather than being reduced to their appearance.
Steggall also addressed young girls directly, emphasising that an Olympian’s body can be strong and powerful while looking completely different from the image presented in Sweeney’s advertisement. She noted that women’s bodies come in all shapes and sizes.
Her criticism also extended to the betting industry and its approach to attracting young men. Steggall argued that sexualised advertising can be used to grab attention and encourage people to gamble.
The controversy has also attracted criticism from Gender Equity Victoria chief executive Micaela Drieberg. She said it was infuriating to see women’s bodies sexualised in connection with gambling and argued that such campaigns reinforce the idea that women’s bodies can be used to sell products.
Drieberg also pointed to the progress women have made in sport, saying campaigns of this kind risk undermining years of growing respect for female athletes and their achievements.
This is not the first time Sweeney has faced criticism over an advertising campaign. Last year, she was accused of promoting white supremacy after appearing in a denim campaign for US Eagle built around a slogan involving her “great jeans” and a discussion of biological traits inherited from parents.
The latest advertisement has therefore placed Sweeney back in the middle of a public debate, this time involving sports, gambling and the portrayal of women. As criticism continues, the images from the campaign and the reactions from prominent Australian athletes have become a major part of the conversation surrounding the actress.
