Sports betting organization Novig recently decided to step up its marketing game. Partnering with actress Sydney Sweeney, the organization created an advertisement that’s sure to catch viewers’ attention. In the ad, Sweeney is mostly nude, just barely covered by sports equipment and balls, as she claims the program is ‘just sports’.
After airing for just a few hours, the advertisement quickly began receiving negative feedback from fans, mostly women. Viewers on Instagram did not hold back on sharing their opinions; some even commented, “Promoting gambling and objectifying women…Great job.”
About Women but Not Intended for Women
The ad struck a nerve with female viewers worldwide, especially those in the professional athletic world. Individuals claim that Sweeney’s nude appearance taints the work that women have done to be taken seriously within the world of sports. Not only is Sweeney sexualizing herself within the ad, but she’s now setting feminism back by once again sexualizing women as a whole. After posting the advertisement, Sweeney lost over 200 thousand followers on Instagram.
From a marketing perspective, the advertisement did exactly what it was supposed to do. It got people’s attention, attracted male users, and sparked conversation. However, as a woman myself, I feel the need to ask: Why was the focus of the ad a nearly naked woman when Novig was promoting ‘just sports’? Why wasn’t sports the main focus? I don’t seem to be alone in that opinion, because various female athletes shared similar concerns. Love Island season 8 contestant and Paralympics athlete, Beatriz Hatz, posted a TikTok of herself with the text, “Instead of watching Sydney Sweeney’s ad, let’s watch actual women in sports.”
To some, the ad was completely fine and didn’t seem to be a bother, but to many others it seemed offensive and heavily geared toward male viewers. Individuals like Canadian Olympic diver Mia Vallee have accused the company of undermining female athletes and have claimed, “We don’t need more focus on our bodies; we need LESS.”
Worsening the Addiction to Gambling
Another question that arose on various social media platforms was: Why are we encouraging sports betting? There are already too many organizations that foster addiction. From an entrepreneurial perspective, the ad was beneficial for the company, but why are we spending more money on promoting something that often turns into a horrible habit?
According to the Research Institute at Siena University, more than a quarter of Americans have a sports betting account, and 31 percent of users have had a loved one express concerns. 74 percent of participating users, including those as young as 18 years old, have a ‘very’ or ‘somewhat’ serious problem.
Sports betting can become a very harmful addiction for both your mental health and your financial stability. Betting may first be viewed as a fun way to increase dopamine, but as individuals continue to partake in it, it becomes something they rely on—something they must do. Over time, users could lose large amounts of money, risking bankruptcy and poor credit. Betting is also closely linked to anxiety, irritability, deceit, and suicidal thoughts in users.
Sweeney’s Response
After receiving backlash from the ad, Sweeney snapped back with an argument. She gathered past photos from ESPN’s ‘The Body’ issue involving nude athletes such as Serena Williams and Ronda Rousey. Criticizers were silent for a bit before they realized one distinction between Sweeney’s ad and the previous photos: she’s not an athlete.
Fans stated that ESPN’s photo shoots were meant to uplift the photographed athletes and inspire viewers. Sweeney’s ad appeared to do quite the opposite. Many found her argument to be confusing, as she has no involvement in the world of sports. Instead, she is simply a sexualized body for a gambling ad.
Some were offended, and others couldn’t care less. No matter which side of the debate you’re on, it’s safe to say that the advertisement sparked quite a bit of attention.
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