Powerade launches campaign criticising Sydney Sweeney gambling ad

Summarised from 2 outlets · Updated 15 Oct, 18:38 · Archive

Powerade has released adverts celebrating female athletes in response to a gambling company's nude advert featuring actress Sydney Sweeney.

Powerade, owned by the Coca-Cola Company, has launched a campaign in response to backlash over a Novig gambling advertisement featuring nude actress Sydney Sweeney. The sports drink released a series of videos celebrating female athletes in track and field, swimming and tennis, with each ending in the message 'Never Just Sports'. Powerade's Instagram account accompanied the campaign with the caption 'There is no just in sports' and the hashtag 'PowerYourLegacy'.

The Novig advertisement, released in September, showed Sweeney fully nude with her body covered by sports equipment under the title 'Novig is Just Sports'. Many interpreted it as an attack on women's sports. Olympic swimmer Ariarne Titmus and sprinter Amy Hunt called out both Novig and Sweeney for sexualising women and setting back progress in women's sports.

Novig CEO Jacob Fortinsky rejected this interpretation, telling Front Office Sports that Sweeney was communicating the company's identity as a sports-focused prediction market. Novig has since released a new advertisement in which Sweeney says: 'There are grown men making spreadsheets to bet on what colour underwear I'm wearing.'

How it is being reported

• New Powerade commercial shades naked Sydney Sweeney adPowerade has joined the backlash against Novig's controversial "Just Sports" ad that features a nude Sydney Sweeney.New York Post · 15 Oct, 18:27
• Powerade takes nasty shot at Sydney Sweeney's nude gambling ad, MLB fans fume & have commercials gone too far?Middle Hump Day of October Nightcaps tackles Powerade's Times Square response to Sydney Sweeney's Novig gambling ad and the women's sports debate.Fox News · 14 Oct, 20:35

In this story: Sydney Sweeney · Powerade · Novig · Ariarne Titmus · Amy Hunt · Jacob Fortinsky

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