I thought after the continuous fight to recognize women for their abilities, and not just their bodies, we were finally making progress. I stand corrected though, and the women suffering the most right now are those within the world of sports.
One thing haunting my TikTok for you page is Sydney Sweeney’s ad for the sports trading app Novig. This ad shows the actress nude, using a variety of sports equipment to censor what cannot be shown on television, along with asking if the viewer “knows sports,” and repeating the word “sports” in a variety of suggestive poses. Needless to say, this ad definitely got people talking about Sweeney and Novig, but it also brought light to another issue, the continued sexualization of female athletes and women who work in sports.
Women have been fighting for their place in the sports world for a long time, not just as athletes, but in the media space and within leadership. Title IX, a federal civil rights law that prevents discrimination in education or any program receiving federal funding, was monumental for women, particularly those who are student-athletes. This being said, Title IX did not shift the professional level of sports, or the mindset around women in this space.
Female athletes face continuous challenges. Even though legal framework exists with Title IX, opportunities for girls and women remain uneven. Many schools and sports organizations prioritize male programs, along with a decline in female coaches and mentors. There is also a pay gap for women, with many that perform at high levels earning significantly less than their male counterparts. Women are also continuously underrepresented in sports media, with women’s sports accounting for less than 5% of total sports media coverage globally. Coverage of women’s sports also frequently focuses on appearance, personal life, and emotional narratives, rather than their athletic abilities. Women continuously face skepticism about their strength and competitiveness. Sexist comments and misogyny also remain prevalent in the sports world.
The sexism does not just apply to female athletes, but also those who work in sports media and behind the scenes. Many women who want to work in sports often get asked if they are doing it to get closer to the men, or even as a way to “get a boyfriend.” Female leaders such as coaches are often not as respected as men, along with their just simply being less opportunities for women in behind-the-scenes and leadership roles.
Women in sports have fought for there to be less focus on their appearance and bodies, to more focus on their athletic performance. A sports campaign focusing on sexualizing an actress with her repeating the word “sports,” definitely is in poor taste for a community that still regularly fights to be recognized and appreciated for their abilities.
So Novig, you want to emphasize that you are just sports? Well, I have a better way to do it. How about instead of sexualizing women, you showcase a variety of athletes competing in their sports. Show Simone Biles completing her signature move, Amber Glenn’s triple axel, Ilona Maher on the rugby pitch, or Danae Benites hitting the first home run in WPBL history. You want to be “just sports” Novig? Then show sports instead of continuing to isolate women in the field.
