The Naked Truth: Sexism in Sports and the Sydney Sweeney Ad

The recent backlash against Sydney Sweeney’s nude sports betting ad has sparked a long-overdue conversation about sexism in sports. Female athletes from around the world have criticized the ad for perpetuating the objectification and sexualization of women in sport.

Critics argue that the ad reduces women’s participation in sport to their physical appearance, rather than their skills or achievements. Canadian sprint canoeist Sophia Jensen noted, “This is what women in sports look like.” However, in reality, women in sports are often treated as commodities, with camera angles and commentary focusing on their bodies rather than their abilities.

Research supports this claim: a study by The Representation Project found that female athletes at the Tokyo 2021 Olympics were 10 times more likely to be visually objectified with a camera angle than men. Another study from World Athletics revealed that female athletes were consistently targeted by online abuse more than their male counterparts at four global sporting events.

The Sydney Sweeney ad is just one manifestation of systemic sexism in sports. It’s not surprising that it has sparked such a strong reaction from women in sports, but what’s concerning is the lack of self-awareness shown by those who created the ad. In response to the backlash, Sweeney posted photos on Instagram showing magazine covers with male and female athletes posing in little to no clothing.

However, this is not normal or acceptable. It’s symptomatic of a deeper problem that requires more than just token gestures or empty apologies. Women in sports deserve better than to be treated like commodities; they deserve respect for their skills and achievements. They should not be objectified and marginalized by the industries that claim to celebrate them.

Recognizing sexism as a fundamental issue affecting every aspect of women’s participation in sport is crucial. Acknowledging that women’s bodies are complex physical entities demanding respect and care, rather than mere marketing tools, is essential. To address this systemic sexism, more than just guidelines or regulations are needed; a fundamental shift in how we think about women in sports and value their contributions is required.

The backlash against the Sydney Sweeney ad highlights the need for a broader cultural change to create a more inclusive and equitable sport ecosystem. It’s time to wake up to this reality and take concrete steps towards creating a better future for women in sports.