The Controversial Sydney Sweeney ‘Just Sports’ Novig Ad

Sydney Sweeney’s controversial new ad for sports prediction market Novig has sparked a backlash from female athletes and reignited the debate around the male gaze in advertising. Dr Matilda Andersson asks whether the “Just Sports” campaign is really about sport at all, or whether Novig is deliberately cashing in on sex, nostalgia and culture-war controversy.

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