{"id":15774,"date":"2026-09-16T08:55:09","date_gmt":"2026-09-16T01:55:09","guid":{"rendered":"https:\/\/www.infinitysport.asia\/news\/?p=15774"},"modified":"2026-09-16T08:55:12","modified_gmt":"2026-09-16T01:55:12","slug":"why-sydney-sweeneys-controversial-advert-goes-beyond-sexualising-womens-sport","status":"publish","type":"post","link":"https:\/\/www.infinitysport.asia\/news\/why-sydney-sweeneys-controversial-advert-goes-beyond-sexualising-womens-sport\/","title":{"rendered":"Why Sydney Sweeney\u2019s controversial advert goes beyond sexualising women\u2019s\u00a0sport"},"content":{"rendered":"\n<figure class=\"wp-block-image alignwide\"><img decoding=\"async\" src=\"https:\/\/images.theconversation.com\/files\/759801\/original\/file-20260915-50-1ua1gf.png?ixlib=rb-4.1.1&amp;rect=0%2C74%2C1999%2C1125&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip\" alt=\"Sydney Sweeney in a sports advertisement\"\/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.youtube.com\/watch?v=bp0T184hVY0\"><em>Novig sports advertising, The Conversation<\/em><\/a><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Sydney Sweeney\u2019s sports advertisement has been widely criticised by women athletes as sexualising athletes\u2019 bodies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The advertisement, for sports prediction company Novig, features the US actor wearing little or no clothing while posing with sports equipment and pretending to play a range of sports.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Australian Olympic swimming champion Ariarne Titmus is among the athletes who have criticised the campaign, questioning why sexualising women is still being used to sell sport:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u2026 how do we live in a world where monetising a woman\u2019s body and sexualising women\u2019s sport is still a thing? To take the mickey like this. I thought we were genuinely moving past this bullsh-t. What is this teaching the young men and women of today?<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Other athletes have responded by posting images of themselves training and competing, highlighting the strength, skill and hard work involved in being an athlete.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-bluesky wp-block-embed-bluesky\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"bluesky-embed\" data-bluesky-uri=\"at:\/\/did:plc:vovinwhtulbsx4mwfw26r5ni\/app.bsky.feed.post\/3mvivnagizu2x\" data-bluesky-cid=\"bafyreigsmrkkn3lg7ktww3qoessmcmxqkcdvz2yrbyucna2sdgqgc6w77e\"><p>\u2018Sydney Sweeney, this is what women in sport look like\u2019: female athletes spark backlash against viral advert<\/p>&mdash; <a href=\"https:\/\/bsky.app\/profile\/did:plc:vovinwhtulbsx4mwfw26r5ni?ref_src=embed\">The Guardian (@theguardian.com)<\/a> <a href=\"https:\/\/bsky.app\/profile\/did:plc:vovinwhtulbsx4mwfw26r5ni\/post\/3mvivnagizu2x?ref_src=embed\">2026-09-14T20:01:29Z<\/a><\/blockquote><script async src=\"https:\/\/embed.bsky.app\/static\/embed.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But the controversy is about more than one advertisement. It raises a bigger issue about the attention we give to what women look like, rather than who they are and what they can do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a clinical psychologist specialising in body image and eating disorders, this is particularly important to me.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Body image isn\u2019t simply about whether we like or dislike our appearance. It includes our thoughts, feelings and attitudes toward our bodies, and how much importance we place on appearance when valuing ourselves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sport provides a wonderful opportunity to shift that focus. Rather than asking \u201chow does my body look?\u201d, we can appreciate \u201cwhat can my body do?\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strong, powerful, yet look a certain way<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In sport, female athletes\u2019 bodies need to perform. This might require strength, muscularity, speed, endurance or power. At the same time, women receive broader messages about what an attractive female body should look like.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This creates a difficult contradiction and tension: be strong, but not too muscular, be athletic, but still feminine, perform at an extraordinary level but also look good doing it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For professional and elite athletes, this pressure can be magnified because their bodies are so visible. Coaches, spectators, traditional media and millions of people on social media can scrutinise them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This type of scrutiny about their appearance, and thoughts about their own bodies, can distract elite athletes from their performance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sport itself isn\u2019t the problem. Sport can protect women from body image concerns when they experience their bodies as capable and powerful.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is when performance becomes tangled up with appearance and an athlete feels she needs to look like an athlete as well as be one.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-bluesky wp-block-embed-bluesky\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"bluesky-embed\" data-bluesky-uri=\"at:\/\/did:plc:746sksvmlwppi6zda5c7rtzb\/app.bsky.feed.post\/3muw5kwrkiu2r\" data-bluesky-cid=\"bafyreibusrufx4uucmrlg5zm7eb2ige6go4yxk7t5dbpwhlcop27gqy54i\"><p>Saskia Beudel\u2019s Peaking is a thoughtful account of what it means to inhabit a changing body while continuing to test its limits.<\/p>&mdash; <a href=\"https:\/\/bsky.app\/profile\/did:plc:746sksvmlwppi6zda5c7rtzb?ref_src=embed\">The Conversation AUNZ (@aunz.theconversation.com)<\/a> <a href=\"https:\/\/bsky.app\/profile\/did:plc:746sksvmlwppi6zda5c7rtzb\/post\/3muw5kwrkiu2r?ref_src=embed\">2026-09-07T09:02:47.246Z<\/a><\/blockquote><script async src=\"https:\/\/embed.bsky.app\/static\/embed.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">You don\u2019t have to be an Olympian<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These pressures don\u2019t disappear when you take away the medals, cameras and sponsorship deals. Body image concerns occur across different sports, ages and levels of competition. They can appear in community sport, running, gyms and recreational activities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For many of us, exercise is enormously positive. It can improve our mood, provide a sense of achievement, connect us with others and simply be fun.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But this can change when movement becomes primarily about controlling how our body looks. Exercise can shift from \u201cI want to do this\u201d to \u201cI have to do this\u201d. Missing a training session might cause guilt or anxiety, or exercise can become a way of compensating for eating.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We also need to be careful we don\u2019t replace the old \u201cthin ideal\u201d with a new \u201cfit ideal\u201d. Telling women they should be lean, toned and strong may sound healthier, but it can become another appearance standard to chase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is no single way an athletic, or healthy, body should look.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What are girls learning?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This message is particularly important for children and teenagers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adolescence is a time of enormous physical and psychological change. Bodies change rapidly during puberty at exactly the time young people become increasingly aware of their appearance, comparisons with others, and how others see them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For girls in sport, this can be challenging if their changing body moves away from what they think an athlete is \u201csupposed\u201d to look like.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Body image concerns can contribute to girls dropping out of sport. Creating environments where girls feel comfortable in their bodies may therefore also help keep them participating.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What adults say matters. Coaches and parents can focus on effort, enjoyment, teamwork, skill and what a child\u2019s body enables them to do, rather than weight or shape.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sports uniforms matter, too. A girl worrying about how her body looks has less opportunity to concentrate on playing and enjoying her sport.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What girls see when they watch women\u2019s sport matters. If female athletes continue to be valued for how they look as much as for what they achieve, girls may learn that appearance is an important part of their own value, too.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-bluesky wp-block-embed-bluesky\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"bluesky-embed\" data-bluesky-uri=\"at:\/\/did:plc:746sksvmlwppi6zda5c7rtzb\/app.bsky.feed.post\/3mquasbuh6n2a\" data-bluesky-cid=\"bafyreif7r4c74jy4wyoee6k5wsey3fjqpcidztmu56kwvfx2i3c7idqeue\"><p>European broadcasters have been advised to avoid certain close-up shots and slow-motion replays. It\u2019s an overdue change.<\/p>&mdash; <a href=\"https:\/\/bsky.app\/profile\/did:plc:746sksvmlwppi6zda5c7rtzb?ref_src=embed\">The Conversation AUNZ (@aunz.theconversation.com)<\/a> <a href=\"https:\/\/bsky.app\/profile\/did:plc:746sksvmlwppi6zda5c7rtzb\/post\/3mquasbuh6n2a?ref_src=embed\">2026-07-17T17:14:29.266Z<\/a><\/blockquote><script async src=\"https:\/\/embed.bsky.app\/static\/embed.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">We are more than what we look like<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is where the discussion goes beyond Sweeney, elite athletes and even sport. It isn\u2019t about criticising Sweeney\u2019s body or telling women what they should wear. Creating another set of rules about how women should present themselves simply keeps the focus on women\u2019s bodies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The more useful question is why we give appearance so much importance in the first place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our bodies allow us to work, play sport, hug people we love, travel, create, rest, recover and experience the world. But we are much more than our bodies. We are our relationships, personalities, abilities, interests, experiences and values.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This doesn\u2019t mean we have to stop caring about how we look. The aim is to stop allowing appearance to carry so much weight in how we judge ourselves and others.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sport gives us a powerful opportunity to practise this. Instead of focusing on what a body looks like, we can notice what it allows a person to do.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><em>&nbsp; Clinical Psychologist and Senior Lecturer in Psychology, University of Canberra<\/em><\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><em>&nbsp;This article is republished from The Conversation under a Creative Commons license. Read the original<a href=\"https:\/\/theconversation.com\/why-sydney-sweeneys-controversial-advert-goes-beyond-sexualising-womens-sport-291964\"> article<\/a>.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sydney Sweeney\u2019s sports advertisement has been widely criticised by women athletes as sexualising athletes\u2019 bodies. The advertisement, for<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[34],"tags":[487],"class_list":["post-15774","post","type-post","status-publish","format-standard","hentry","category-opinion","tag-sexism"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Sydney Sweeney\u2019s sports advertisement has been widely criticised by women athletes as sexualising athletes\u2019 bodies. The advertisement, for sports prediction company Novig, features the US actor wearing little or no clothing while posing with sports equipment and pretending to play a range of sports. 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