The latest Sydney Sweeney ad is causing outrage of epic proportions. Heads are exploding and fingers are wagging everywhere.
But what are the supply-and-demand roots of all this? Or: who paid Sydney Sweeney to get tastefully naked again?
Novig is a sports betting platform. The company’s recent ad features Sydney Sweeney holding various sports equipment, clad in little but a come-hither smile.
Critics have blasted both Sydney Sweeney and Novig for “sexualizing” women’s sports.
A part of me gets it. The generation of women who were my classmates during my school years were the first generation of women to benefit from Title IX legislation. I’m a big fan of women’s sports—as a principle and a concept. (This is one reason why I feel strongly about the need to preserve women’s sports only for women—but that’s another conversation.)
I don’t watch spectator sports very much, regardless of who is playing. But I know plenty of men who do.
And here’s the sad truth of it: most of them are aficionados of a handful of men’s sports: football, basketball, baseball, or hockey. (There are, however, some bright spots. One of these is the WNBA, which has recently experienced a surge in viewership, now nearing that of the NBA. Good for them!)
Why aren’t more men watching women’s lacrosse and women’s track and field? I can sympathize with those who are frustrated here. When I was in high school, I ran cross-country. There was a men’s team and a women’s team. Neither of our teams received much spectatorship in comparison to the school’s football team. I was never particularly bitter about this. That was just the way it was.
There is a stark gender disparity where the sports betting market is concerned. Seventy-seven percent of the people stupid enough to regularly bet on sports are men. Women comprise only about twenty-three percent of the idiots betting on the big game this weekend.
This means that online betting platforms like Novig have to appeal to the male audience. And what’s one way to appeal to the male audience?
A scantily clad Sydney Sweeney!
Keep in mind that men have actually purchased soap infused with Sydney Sweeney’s bathwater. This woman could sell ice to Eskimos—so long as the Eskimos are heterosexual males.
What about charges that Sydney Sweeney’s appearance in the Novig ad sexualizes female athletes? The ad really has very little to do with female athletes—even though Sydney Sweeney gets naked with all that sports gear.
Notice that the sports gear consists mostly of accoutrements for men’s sports. The bitter truth is that the men flocking to Novig to bet on sports probably aren’t betting on women’s lacrosse. They’re betting on men’s football, basketball, hockey, and baseball.
Sydney Sweeney has become a predictable trope in our culture wars. Conservatives are supposed to love her. The very sight of her makes progressives boil with anger.
We live in an age where everything, seemingly, is political. We have become accustomed to combing everything in our culture for some underlying political motive… some coded message to support one larger agenda and undermine another.
But sometimes an ad really is about the cold, hard capitalistic pursuit of lucre—and not much else. The Novig Sydney Sweeney ad, I submit, is one such instance.
-ET





