Sydney Sweeney advert controversy: “Repeatedly presenting women through sexualised imagery reinforces the message that their bodies are more commercially valuable than their sporting competenceâ€
US actor Sydney Sweeney has faced widespread criticism from female athletes over her appearance in a controversial advert for a sports betting company. Critics have claimed the advert sexualises women’s sport with Sweeney’s nude body covered by basketballs, footballs, and other sports equipment.
Professor Leanne Norman, Director of the Âé¶¹Ö±²¥ University Flagship Institute for Women in Sport, explains how this campaign feels like a return to an outdated way of representing women.