Sweeney strips down for sports betting

The actress stars nude in a new Novig sports betting app ad, covering herself with footballs and shoulder pads. She's an equity holder in the company.

“she covers her breasts with two footballs, and in another, her substantial underboob peeks out of a set of shoulder pads”

Her playbook for controversy

Sweeney has perfected a formula: pick a mass-market company, deliver suggestive lines while barely clothed, and watch people react. She's done it with American Eagle, Dr. Squatch, and now Novig.

Athletes say it sexualizes women

Female athletes have criticized the campaign for sexualizing women's bodies in sports, something they've fought against for decades. They argue it undermines their efforts.

But Sweeney isn't claiming to be an athlete

The criticism misses the mark. Sweeney never represents herself as a woman in sports in the ads. She's objectifying herself, not women athletes.

“At no point does Sweeney represent herself as a "woman in sports" in the ads.”

The real problem is gambling itself

The ads ignore women's sports and sideline them in the attention economy. But the bigger issue is that gambling companies are predatory regardless of who they target.

More women in gambling isn't progress

Other betting apps are targeting women with Love Island and Taylor Swift bets. Expanding gambling to women's sports won't empower them, just expose them to the same addiction and debt issues.

Aim your anger elsewhere

Be mad at Sweeney for partnering with a gambling company or her other controversies. But her nude ad doesn't sexualize women in sports. It sexualizes her.

“her smooshing her boobs against some footballs does not make her a woman in sports”