Sydney Sweeney faces intense backlash from Australian Olympians over a provocative sports betting advertisement for the wagering brand Novig, where the actor appears unclothed while balancing sports equipment on her body. The campaign drew immediate criticism from prominent athletes who argue the imagery undermines women in professional sports.
Australian Olympians Slam Novig Campaign
According to reports from The Sydney Morning Herald, multiple Australian athletes condemned the advertisement upon its release. Swimmer Ariarne Titmus led the backlash, joining other sports figures in publicly criticizing the campaign. Athletes argued that sexualized marketing campaigns directly contradict ongoing efforts to build serious, merit-based recognition for female athletes.
According to coverage by the Australian Broadcasting Corporation (ABC), critics specifically targeted the intersection of sports betting promotion and sexualized imagery. Several Olympians stated that such advertisements make it difficult for female competitors to be taken seriously on the global sporting stage, noting that the campaign detracts from actual athletic achievements.
Public Reaction and Industry Context
The controversy intensified across digital platforms as the commercial gained traction. According to The Hollywood Reporter, industry observers and sports advocates echoed the athletes’ sentiments, characterizing the ad as a step backward for representation in sports marketing. Outlets like InStyle detailed the visual aspects of the campaign, noting that Sweeney poses balancing four different balls on her body while unclothed to promote the betting platform.
The backlash highlights ongoing tensions between sports betting brands seeking high-profile entertainment partnerships and athletes advocating for respectful representation. Representatives for Novig and Sydney Sweeney have not immediately issued public statements responding to the athlete-led criticism.