Business · Singapore Bureau
Actress Sydney Sweeney draws criticism over sports commercial
Female athletes have condemned a commercial featuring actress Sydney Sweeney, arguing it sexualises women's sport. The advertisement for US company Novig features Sweeney posing with sports equipment in a manner critics say undermines female athleticism.
LSN Singapore ·
Sydney Sweeney has faced backlash from women athletes over her appearance in a commercial for American company Novig, with critics arguing the advertisement sexualises women's sport rather than celebrating athletic achievement.
The controversy centres on how Sweeney is portrayed in the commercial, which features her posing with sports equipment. Athletes have expressed concern that the imagery prioritises aesthetics over the serious athletic endeavour the equipment represents.
The criticism reflects broader discussions within the sports world about how female athletes and women's sport are marketed and represented in commercial media. Advocates have long pushed for advertisements featuring women's sports to focus on performance, skill and competition rather than appearance.
The commercial from Novig has sparked renewed debate about the responsibility of companies and celebrity figures in how they promote women's athletics. Industry observers note the incident highlights ongoing tensions between commercial marketing strategies and efforts to elevate the status of female sport globally.