Novig/YouTube Women in sports have harsh words for Sydney Sweeney's new ad

Novig/YouTube Women in sports have harsh words for Sydney Sweeney's new ad Posted: Sept. 14, 2026 Dear Sydney Sweeney I'm honestly just SO disappointed. This is what women... Training Season (Live fro... It's sparking backlash Posted: Sept. 14, 2026 Idk what Sydney Sweeney is on about, but this is what women in sports actually looks like #sportsad #sydneysweeney #fyp #womeninsports #racingsriver Training Season (Live fro... all over the world. Posted: Sept. 14, 2026 Female athletes What women in sports looks like btw #sydneysweeney #sports #womenwrestling Training Season (Live fro... sydney sweeney ads sport annaarcherfitness/TikTok SYDNEY SWEENEY THIS IS WOMEN IN SPORT. THIS IS WOMEN IN SPORT. annaarcherfitness/TikTok SYDNEY SWEENEY THIS IS WOMEN IN SPORT. THIS IS WOMEN IN SPORT. within her rights. Idk what Sydney Sweeney was doing... but women in sports deserve to be seen for what their bodies can do, not how they look. nathaliemoniqueee/TikTok nathaliemoniqueee/TikTok knows just how to take hey sydney sweeney, THIS is what women in sport look like And that includes this maddieschizas/TikTok maddieschizas/TikTok Canadian Olympian. If that's something she'd Madeline Schizas Canadian Olympic figure skater like to be doing, that is absolutely within her rights. I was a little frustrated that it was being used in the context of sports, however. Why did this have to be how you presented sports in general? Women's role in sports — we aren't just spectators. We aren't just there for people to goggle at us, right? Novig/YouTube Now Sweeney isn't just front and centre on the Novig ad. The company says she's also a strategic partner and equity holder. Jill Moffatt Canadian Olympic rower Power to her in a way, but then it's like at what cost? about the context then, you know, at what cost is it worth making that monetary gain? Sheehan Desjardins CBC News But there's an old saying: any publicity is good publicity. not here though, according to this sports marketing expert. Cheri Bradish Sports marketing Toronto Metropolitan University They went with a 'sex sells' strategy, an over-sexualized link, I would say, between women and sport in the marketplace. This may be an instance where we see and are having conversations about this brand and about this actress. But over time, if it doesn't translate into sustained consumers and sales, direct revenue, been successful.