Actress Sydney Sweeney is facing backlash over a sports prediction platform advertisement that critics, including prominent female athletes, argue hyper-sexualizes women’s sports. According to coverage by outlets such as the BBC, the commercial campaign for the platform Novig features the Emmy-nominated star in minimalist attire, such as a rugby-themed outfit and basketball settings, while promoting the betting app.
The advertisement debuted on Novig’s official social media channels on September 9. In the video and accompanying promotional posters, Sweeney is shown wearing a rugby-inspired top with her lower body bare and a rugby ball positioned to cover her, as well as posing near a basketball hoop. “Novig is all about sports,” Sweeney says in the clip. “That’s non-negotiable. I’m just here to watch.”
Female Athletes Push Back Against Campaign
According to social media posts highlighted in public reports, several elite female athletes have publicly criticized the marketing approach. Australian gold-medal swimmer Ariarne Titmus posted on Instagram that she could not express her fury over the ad, writing that she thought that type of marketing was a thing of the past.
British sprinter Amy Hunt, who competed in the 200m final at the World Athletics Ultimate Championship, addressed the camera directly in a video statement, declaring, “Sydney Sweeney, this is what women’s sports actually look like. It is never sexy every single time.” Australian Olympic water polo player Tilly Kearns also shared footage of actual female athletes competing on Instagram, writing that she disliked the new campaign and pointing to real sports content as the true representation of female athletics.
Novig Leadership and Sweeney Respond
Novig Chief Executive Officer Jacob Fortinsky defended the campaign and Sweeney’s involvement. Fortinsky stated that Sweeney herself had previously expressed frustration with low-stakes betting options on competing platforms, such as guessing underwear colors, and was drawn to Novig’s focus on sports integrity.
Reporting from the BBC revealed that Sweeney’s role extends beyond traditional modeling. She holds an equity stake in Novig as a strategic partner and was deeply involved in the planning and production of the marketing campaign. In response to the public criticism, Sweeney shared photographs on her Instagram stories of sports stars who previously posed for nude or athletic pictorials, including Serena Williams, Ronda Rousey, Sue Bird, and Megan Rapinoe.
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