Glasgow Women's Aid speaks out over controversial sports advert starring Sydney Sweeney

Glasgow Women’s Aid has spoken out following backlash over a controversial advert starring actress Sydney Sweeney.

The campaign titled ‘Just Sports’ shows Sweeney appearing to be naked while covering herself with pieces of sports equipment.

It is intended to promote the sports betting platform, Novig.

Since the advert’s release, it has generated discussion over the sexualisation of women in sports.

It was called out by British athlete Amy Hunt in a post-race interview at the World Athletics Ultimate Championship in Budapest.

Hunt rose to prominence during the European Athletics Championships, where she stormed to victory and bagged four gold medals.

Now, Glasgow Women’s Aid has posted to social media, weighing in on the debate on the “sexualisation of women” as part of marketing.

They said that when an advert goes viral, the conversation rarely includes the product itself, instead “the woman becomes the product”.

The advert has generated intense debate, which the Women’s Aid says is giving the brand what it wants – attention.

Instead of debating Sweeney’s choices, the organisation is asking people to recognise the ongoing sexualisation of women’s bodies to generate attention.

They added: “Female athletes already face pressure to meet narrow beauty standards while fighting for recognition of their talent, dedication, and achievements.

“When sexualisation becomes profitable, it sends a message that women’s value lies in how they look, rather than who they are.”

Glasgow Women’s Aid is on the front line of assisting women facing hardships, including discrimination and gender-based violence.

They say that violence is “rooted in the unequal power and status” of women.

“That’s why everyday sexism, misogyny and the sexualisation of women matter,” they said. “The attitudes and messages we are exposed to share how women are viewed and valued.

“When companies profit from reducing women to bodies, they reinforce attitudes that make gender inequality seem normal.

“Women deserve to be recognised for their humanity, talents and achievements, not for the attention their bodies can generate.”