Sydney Sweeney sparks controversy with Novig sports betting ad

Actress Sydney Sweeney has sparked widespread controversy following a provocative advertising campaign for Novig, a sports prediction platform. As a strategic partner and equity holder in the company, Sweeney led the visual direction of the ‘Just Sports’ campaign, which features her appearing partially or fully nude, using sporting equipment to cover herself.

The campaign has drawn intense criticism from professional female athletes, including Olympic swimmer Ariarne Titmus and sprinter Amy Hunt, who argue that the imagery sexualizes women and undermines the progress made in professional sports. Critics suggest the ad reinforces the ‘male gaze’ and could negatively impact young girls' perceptions of female athletes.

In response, Sweeney has defended her choices by sharing images of professional athletes from ESPN’s ‘Body Issue,’ suggesting a parallel between her campaign and established athletic photography. WNBA star Sophie Cunningham has also weighed in, offering a more nuanced perspective; while she described the ad as ‘kind of weird’ and ‘unauthentic,’ she defended Sweeney’s right to build her own brand and capitalize on attention, noting the campaign was aimed at sports bettors rather than being a statement on women’s sports.

Novig CEO Jacob Fortinsky stated that the campaign was intended to focus on sports and was not meant to portray or comment on women’s sports specifically. The controversy has since evolved into a broader cultural debate regarding the objectification of women in marketing and the intersection of celebrity, gambling, and gender representation.