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Sophie Cunningham is rarely afraid to share an opinion, even when the subject extends well beyond basketball. The Indiana Fever guard offered a candid and surprisingly layered reaction to Sydney Sweeney’s viral advertisement for Novig, a sports prediction market. The provocative campaign immediately generated attention online, but it also faced criticism from those who believed its presentation worked against the progress women have made in sports marketing.
Cunningham did not completely disagree with those concerns. Her first question, however, had more to do with whether Sweeney had an authentic connection to the product.
“Does she even gamble on sports?” Cunningham asked during Thursday’s episode of her “No Hesitation” podcast. “It’s just so inauthentic.”
That was only the beginning of Cunningham’s take.
Cunningham balances criticism with support
The advertisement featured Sweeney promoting Novig while posing with equipment from several sports. The company shared the campaign on its official social media account with the message, “Confirmed: Sydney Sweeney knows ball.”
Cunningham made it clear that she did not particularly enjoy the ad, but she stopped short of turning her criticism into a personal attack on Sweeney.
“I like her,” Cunningham said. “She sticks to her guns, and she does her thing, and she’s her. So, props to her. Do I like that particular ad? Not really.”
Cunningham said the campaign was consistent with the image Sweeney has developed throughout her career. She also acknowledged that the actress was getting paid and attracting attention, two of the primary goals of nearly every major advertising campaign.
“Why are girls mad?” Cunningham asked. “That is literally what she does. Why is anyone mad? Of course that’s going to draw attention.”
Cunningham described the ad as “kind of weird” from her own moral perspective, but repeatedly added that Sweeney should be free to make her own decisions.
“Go do your thing, sis,” Cunningham said.
The comments represented something more complicated than a simple endorsement or condemnation. Cunningham questioned the campaign’s authenticity and admitted that it was not for her, but she also rejected the idea that women should tear down another woman for using her image in the way she chooses.
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Sophie Cunningham understands concerns surrounding women’s sports
Cunningham also recognized why the advertisement produced such a strong reaction within the women’s sports community. Women athletes have spent years fighting to have their performances, accomplishments and personalities promoted without their appearances becoming the primary focus. With the WNBA experiencing significant growth, many fans and players want marketing campaigns to showcase the quality of the competition.
Cunningham acknowledged that seeing an ad like Sweeney’s could initially feel discouraging to women who have worked to earn greater respect for their athletic abilities.
“I can understand when you first see that ad that it could kind of deflate women, because we’ve worked so hard to get a little bit of respect around here,” Cunningham said.
Her position shifted when she considered the campaign from the perspective of personal freedom. Rather than allowing one advertisement to define how all women are perceived, Cunningham encouraged women to embrace their individual strengths. She also discussed her own experiences with body image, explaining that it took time for her to become comfortable with being taller than many other women. Cunningham now views the athletic body she developed as something worth celebrating.
That may have been the most important part of her response. Cunningham did not pretend to love the Novig campaign, and she did not dismiss the concerns of women who found it frustrating. She simply argued that those concerns did not require directing anger toward Sweeney.
“When you really think about it, it’s like screw it, let that girl go do her thing,” Cunningham concluded.
The reaction was classic Cunningham: direct, unfiltered and almost certain to create another debate. This time, however, her hottest take may have been the simplest one. Women can dislike the advertisement without disliking the woman who appeared in it.
English (US)