Billy Bush Supports Sydney Sweeney Amid Sports Ad Controversy

Sydney Sweeney’s latest sports betting advertisement has stirred significant controversy, particularly among female athletes and critics who argue that it objectifies women in sports. Despite the backlash, Billy Bush has praised Sweeney’s marketing approach, calling it ‘brilliant.’ He mentioned that Sweeney secured equity in Novig before the advertisement gained forty million views.

Billy Bush compared this controversy to past outrage over campaigns by American Eagle and the ESPN Body Issue, suggesting that critics often move on from these issues. Sweeney took to social media, posting images of herself at the Santa Monica Pier. Wearing a brunette wig, she shared a carousel of photos with her best friend, captioned, ‘When ur bestie shows up and says ‘here put this wig on.”

The public outing follows criticism targeting the Novig ads, in which Sweeney appeared nearly nude while interacting with sports equipment. Olympian swimmer Ariarne Titmus labeled the campaign a ‘kick in the face’ to women committed to sports. Gymnast Gracie Kramer and British sprinter Amy Hunt criticized the ad for promoting women’s sports ‘through the male gaze.’

In response, Sweeney shared photos of athletes like Serena Williams and Ronda Rousey who have posed for ESPN’s Body Issue. Despite the ongoing backlash, Sweeney remains unfazed. She released another ad for Novig, appearing only in white underwear, joking about the anticipation surrounding her attire in betting circles. Concluding the ad, she dismissively notes, ‘Novig is … just sports.’