Sydney Sweeney faces athlete backlash over Novig sports ad

Actress Sydney Sweeney is facing significant backlash from professional and Olympic athletes following a provocative advertising campaign for Novig, a sports prediction marketplace in which she holds an equity stake. The campaign features Sweeney posing with sports equipment while appearing largely nude, a choice that critics argue sexualizes women and undermines the athletic achievements of female competitors.

Prominent critics include Australian Olympic swimmer Ariarne Titmus, who described the ad as a “kick in the face” to female athletes, and British sprinter Amy Hunt. WNBA player Sophie Cunningham offered a nuanced reaction, calling the ad “morally... kind of weird” and questioning its authenticity, though she noted Sweeney is simply pursuing her career.

While some observers argue the campaign is a marketing tactic designed to generate viral attention for the betting platform, others contend it reinforces outdated stereotypes and reduces women in sports to mere spectacles. Sweeney has previously responded to similar controversies by pointing to historical instances of female athletes appearing in similar imagery in major publications.