Sydney Sweeney, Do Better: Aussie Olympians Pillory Sport Betting Ad

The latest advertising campaign from Sydney Sweeney for a sports betting company has sparked outrage among female athletes and fans worldwide. The ad’s explicit objectification of women’s sport has been met with fierce criticism, with many accusing the actress of perpetuating the very same problems that women in sport have long fought against.

Australian Olympians like Ariarne Titmus and Lani Pallister are among those who have taken to social media to express their disgust at the ad. Titmus’s comments on Instagram, where the ad has been viewed over 33 million times, are particularly scathing. She describes the ad as “an absolute joke” that belittles every woman who has dedicated her life to perfecting her craft.

The controversy highlights the ongoing struggle for women in sport to be taken seriously. Despite their many achievements and contributions, women’s sports are still often relegated to the sidelines and objectified for entertainment value. The ad’s use of Sweeney as a sex symbol rather than an athlete herself is a stark reminder of this problem.

This issue speaks to a broader societal problem – our tendency to prioritize the titillation of audiences over the celebration of athletes’ achievements. We seem more interested in showcasing images of semi-naked women than in highlighting their talents and abilities. This is a sad commentary on how we value women’s bodies over their athletic prowess.

The ad’s defenders might argue that it’s all just harmless fun, but the backlash from female athletes suggests otherwise. They know firsthand what it’s like to have their sport reduced to mere spectacle, and they’re not willing to see it happen again. As Titmus pointed out, “what is this teaching young men and women of today?” The answer is that it’s teaching them that sex sells, but women’s bodies are cheap and disposable.

Sydney Sweeney has form on this issue. Her 2025 appearance with American Eagle sparked controversy for its allusions to eugenics and genetic superiority, and her non-committal response to the backlash only added fuel to the fire. It seems clear that she’s more interested in generating attention than in promoting women’s sport.

The irony is that the ad has actually done what it set out to do: generate buzz and boost the company’s profile. But at what cost? The damage to women’s sport, and to Sweeney’s own reputation, may be irreparable. As Skye Nicolson, an Australian Olympic boxer, pointed out, “these companies need to do better” – and fast.

The Body issue that Sweeney posted on her Instagram stories is often cited as a benchmark for promoting athletic bodies in all their forms. However, it’s a different story when the object of attention is not the athlete herself, but rather an actress playing at sports. The distinction may seem subtle, but it speaks volumes about our values and priorities.

As we move forward from this controversy, it’s essential to remember the power of women’s sport to inspire and uplift us. We need to celebrate the achievements of female athletes, not objectify them for entertainment value. It’s time for a new narrative – one that puts the talents and abilities of women in sport at its center, rather than their bodies.

Until then, we’re stuck with ads like this, reducing the complexity and beauty of women’s sports to mere spectacle. This is a sad commentary on our society, but it’s also an opportunity for us to do better – to demand more from ourselves, from athletes, and from the media. The future is ours to write.