Sydney Sweeney’s ‘Sex Sells’ gamble: does it actually work?

Sydney Sweeney’s provocative ad stirs debate on sex appeal in sports marketing and its impact on audience engagement

Sydney Sweeney’s provocative Novig advertisement has reignited the debate over whether “sex sells” in sports marketing.

But does the attention translate into effective advertising, or risk alienating audiences?

Darren Woolley examines the commercial logic behind provocative advertising, why the campaign has divided viewers and criticism that it reduces women’s participation in sport to sex appeal.

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