Sexy Sydney Sweeney ad triggers angry backlash — again

This new sports gambling ad featuring American actress Sydney Sweeney was meant to grab attention. But now it's going viral because of the backlash it sparked. Enraging female athletes all over the world who say Sweeney is sexualizing women's sports. Including this Canadian Olympian who says the ad is demeaning. We aren't just spectators. We aren't just there for people to goggle at us, right? Frustrated and determined to join the conversation, she made a video of her own. It's an opportunity to shine light, I think, on an issue that's bigger than just one ad. Other Canadian athletes are taking a stand too. Skeleton racer Halle Clark posted. And sprint canoeist Sophia Jensen, among the many, saying this is what women in sport look like. Sweeney isn't just front and centre in the ad for the company Novig. She's also an equity holder. Neither responded to an interview request. But in a statement the day the ad was released, Sweeney said the concept is simple. Cut through the noise and put the focus entirely on sports. And with so many sport betting companies vying for a seat at the table, a sex sell strategy may not pay off, says one sports marketing expert. This may be an instance where we see and are having conversations about this brand and about this actress. But over time, if it doesn't translate into sustained consumers and sales, direct revenue, then it hasn't been successful. Back on the ice, Madeline Skiezis is trying to drown out the noise and keep showing what women in sport are capable of on the world stage. Shianne Desjardins, CBC News, Toronto.