Hey, we get that wherever Sydney Sweeney goes controversy follows. Companies who have used her in their marketing think they are getting good publicity when she dresses—or undresses—provocatively. But her new campaign for Novig, the sports predictive betting site, is bad publicity and bad for the brand. It’s not just the nudity; it’s the message it sends to female athletes that it’s all about the male gaze and how your body looks rather than what your body can achieve in high-performance competition. Already hundreds of thousands of former followers have left her on Instagram and the fallout is likely to get worse. Yeah, it’s getting a ton of buzz, yes, it’s making headlines (slow news day) and probably many people who have never heard of Novig now know who they are. But my bet is a good number of them will probably never use Novig because of this blatant, sexist promotion. It’s bad for business and bad for the American culture, especially in light of the advancement and widespread support of women’s sports.