Sydney Sweeney’s prediction ad is cynical, unhealthy and reveals plenty about modern sports | Jane McManus
Summary
Sydney Sweeney is featured in an ad for a sports prediction market company, drawing criticism for using her image in a way some see as sexualizing women’s sports. While women’s sports continue to grow in popularity and professionalism, this campaign has sparked debate about how female athletes and sports are portrayed and marketed.Key Facts
- Sydney Sweeney stars in an ad for a sports prediction market company wearing minimal clothing and holding sports equipment.
- The ad has been criticized for sexualizing women’s sports, similar to past criticisms of how female athletes are sometimes portrayed.
- Olympic swimmer Ariarne Titmus and other athletes have publicly expressed disappointment with the ad’s approach.
- Women’s sports are growing fast, with increasing attendance, TV ratings, and team values exceeding $500 million in some cases.
- Female athletes now have significant influence and financial power through sports and social media.
- Some companies still use old-fashioned ideas about women’s sports, focusing on appearance rather than athletic achievement.
- Similar controversial ads in sports marketing, like one from golf company Good Good, have led to serious backlash and business consequences.
- Prediction markets are businesses where customers often lose money but seek the thrill of betting on sports outcomes.
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