Billy Bush Defends Sydney Sweeney’s Controversial Sports Ad Campaign

Billy Bush has publicly defended Sydney Sweeney amid criticism over her latest sports betting commercial. Critics, including female athletes, have decried the campaign for allegedly sexualizing women in sports, but Bush praised Sweeney’s marketing strategy as ‘brilliant.’

According to Bush, Sweeney shrewdly secured equity in Novig before her advertisement reached forty million views. During his discussion with Jesse Watters, Bush compared the current controversy to past outrage surrounding American Eagle and the ESPN Body Issue, noting that critics usually move on.

Sweeney, in a recent social media post, shared photos of herself enjoying time at the Santa Monica Pier with a brunette wig. The caption read, “When ur bestie shows up and says ‘here put this wig on’.” Reactions from users highlighted the surprise at her altered appearance and generally positive comments about her new look.

The public outing coincides with the backlash over her sports betting ad for Novig, which had Sweeney nearly nude while posing with sports equipment. The ad’s message was “just sports,” but it stirred criticism from the athletic community. Olympian Ariarne Titmus criticized it as disrespectful to women athletes, and gymnast Gracie Kramer said it marketed women’s sports “through the male gaze.” Sprinter Amy Hunt commented on its misleading portrayal of women in sports.

Sweeney responded by posting images of renowned athletes like Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki, who have posed nude for ESPN’s Body Issue, suggesting an alignment with the practice.

Sweeney continued to appear unphased by the backlash. She released another ad for Novig, wearing white underwear while strategically covering herself with footballs. In the commercial, she humorously addressed her critics, saying, “There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered?”

Her casual response included additional jokes about someone “betting their 401(k) on a war,” ultimately reiterating, “Novig is … just sports.”