Sydney Sweeney’s Novig Sports Betting Ad Sparks Backlash From Olympic and Professional Athletes

Actor Sydney Sweeney has faced criticism from multiple female athletes over a commercial for the sports trading app Novig. In the advertisement, Sweeney appears nude while using sports equipment to cover parts of her body.

Athlete Reactions and Social Media Outcry

Following the release of the advertisement, several prominent sportswomen expressed their disapproval on social media, accusing the campaign of sexualizing women's sports.

• British athlete Lucy Davis wrote on social media: “Stop sexualizing women in sport.”
• Australian swimming champion and Olympic gold medal winner Ariarne Titmus stated that the campaign felt like “a kick in the face to every woman who has dedicated her life to perfecting her craft.”
• Australian water polo Olympic silver medallist Tilly Kearns posted that she disliked the advertisement.

In response to the campaign, some athletes shared alternative footage highlighting athletic dedication. American gymnast Gracie Kramer posted a highlight reel demonstrating women's athletics, while British sprinter Amy Hunt addressed the commercial during a BBC television interview following her race at the Ultimate Championship in Budapest, emphasizing the physical rigor and hard work required in women's sports.

Responses and Previous Campaigns

In a statement published on the Novig website, Sweeney defended the campaign, describing it as an attempt to embrace a fun idea with confidence, humor, and a playful edge to focus entirely on sports. Sweeney also shared covers of the ESPN Body Issue featuring naked athletes on her Instagram story.

The Novig commercial follows previous public scrutiny surrounding a past promotional campaign featuring Sweeney for American Eagle, which also drew widespread online discussion.