Hollywood actor Sydney Sweeney’s promotional campaign for sports betting brand Novig has drawn sharp criticism from prominent female athletes over the commercialization of women’s sports. According to a report by Deadline on May 14, 2026, the advertisement features Sweeney posing while covered only by athletic equipment such as a football, a tennis racket, and a basketball hoop.
Olympic and World Champions Criticize Novig Campaign
Australian Olympic gold medalist Ariarne Titmus voiced her frustration on Instagram following the release of the campaign, stating according to Deadline that the imagery was an insult to women who dedicate their lives to perfecting their disciplines and to the core values of sports like teamwork and dedication. Titmus questioned the ongoing practice of treating women’s bodies as money-making tools within the sports industry.
Athletes Respond with Performance Highlights
American gymnast Gracie Kramer responded to the controversy by sharing a highlight reel of her athletic performance on social media, accompanied by the statement that the true image of women in sports centers on athletic capability. The post gained nearly one million likes, with American diver Cassidy Cook and British track athlete Lucy Davies expressing support. Davies stated on social media that the sporting world should move past the sexualization of female athletes. According to Australian boxing world champion Skye Nicholson, a clear line exists between looking attractive while playing a sport and intentionally utilizing sexual elements purely for promotional purposes.
History of Advertising Controversies
The backlash follows a previous advertising controversy involving Sweeney during her appearance in a campaign for American Eagle, where wordplay linking jeans and genes drew public criticism regarding racial connotations. The current dispute continues to generate widespread debate among professional competitors regarding media representation and the commodification of female athletes.
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