'Go back to the kitchen': Speaking out about naked Sydney Sweeney ad showed misogyny is rife, but we have an opportunity to move forward

After the release of a controversial ad by sports betting company Novig featuring actress Sydney Sweeney, the internet has been abuzz with outrage. The ad showed Sweeney using sports equipment to cover parts of her naked body while saying "sports" and "it's just sports." This sparked outrage among female athletes, who expressed their frustration over the sexualization and mockery of women in sports.

Prominent athletes, including Tour de France Femmes winner Demi Vollering, took to social media to express their views, with Vollering saying, "it's also sad women still need to have this conversation."

Women's sports have been gaining traction in recent years, with increased viewership and funding. The Lionesses (England's women's football team) won Euros in 2022 and 2025, helping to boost interest in women's sports in the UK. Similarly, the women's Tour De France has seen growing viewership and attendance. However, the Novig ad felt like a setback for the growing movement of women's sports, as it reinforced unhealthy and unrealistic body standards for young women.

Some defended the ad, comparing it to previous naked photo shoots of professional athletes, but argued that the key difference lies in the intention behind the act. In the case of the Novig ad, the goal was to sell a gambling product to men, rather than celebrating the athletic female body. The backlash from the ad has been significant, with misogynistic comments flooding social media in response to the female athletes who spoke out.

Despite the negative response, this controversy presents an opportunity to raise awareness about the importance of respect and participation in women's sports at all levels.