'That’s a disgrace': Limerick sportswomen 'absolutely disgusted' by Sydney Sweeney ad
The Novig ad, which has now been viewed over 50 million times, features a nude Sydney Sweeney covered only by sports equipment
Limerick sportswomen have spoken out against a controversial betting ad featuring actress Sydney Sweeney.
The Novig ad, which has now been viewed over 50 million times, features a nude Sydney Sweeney covered only by sports equipment.
Many sportspeople have condemned the advert, including former Irish international soccer and rugby player Jackie McCarthy O’Brien who grew up in Limerick city.
When speaking to Limerick Live, Jackie described how she was standing in Times Square when she saw a billboard of the ad: “I looked up and saw the ad. I turned to my wife who was with me and I went ‘that’s a disgrace’.
“She’s depicting a female athlete, they’re making it sexy and about her body, that’s not what we actually want depicted of who we are, we’re out there to, you know, play a sport.
“I didn’t even know who the person was, but to just depict somebody in sport using your body, it’s a no-no for me.”
This isn’t the first controversial ad the actress has featured in.
In her 2025 American Eagle jeans ad, uproar was caused over Sweeney emphasising the importance of having “good genes”.
The ad received criticism as it gave the impression that the star’s blonde hair and blue eyes are superior to other genetic features.
This recent ad sexualising sportswomen raises the question: Do women in sport get the respect they deserve?
Jackie McCarthy O’Brien said: “I thought in this day and age we are actually moving forward with women’s sport, we’re starting to get the coverage, it’s starting to be taken serious.
“It’s a bit like a slap in the face to be honest with you.”
Former Irish rugby international Fiona Hayes also from Limerick city - close to Thomond Park - shared her opinion with Limerick Live: “Women have spent so long fighting to establish themselves in sport for their talent, strength and ability - not simply to be looked at or judged by their bodies.”
The former UL Bohemians and Munster star added: “It feels disappointing to see women’s bodies once again being used as the focus when we’ve worked so hard to be recognised as sportspeople first.”
Linda Hartnett Youta, Limerick LGFA (Ladies Gaelic Football Association) communications officer said that “as a proud female advocate for girls and young women playing sport, I find the Sydney Sweeney advert deeply disappointing”
“And personally, I feel it is an insult to the many girls who are growing up in a world where they are constantly being told that their appearance matters more than who they are and what they can achieve.”
The Monagea club woman added: “We spend a lot of time encouraging girls to believe in themselves, to be strong, confident and proud of what their bodies can do on a football pitch or any sporting field. We should be celebrating their talent, determination, resilience and achievements, not reinforcing the idea that certain physical characteristics or genetics make someone more desirable or valuable.
“For me, the message we should be sending to young girls is very simple: you don’t have to look a certain way to be successful, worthy or beautiful. Your strength, character, talent and achievements are what should define you.
“That’s the message we in Limerick LGFA will continue to advocate for every girl and young woman involved in sport.”
Speaking to Limerick Live, Limerick minor camogie player and Kileedy club woman Amber O’ Sullivan Hunt had this to say: “Sydney is sexualising women’s sport, we want to be seen for what our bodies can do on the field, not what they look like on the field.”