Sydney Sweeney's sports betting ad has sparked criticism from female athletes.
Sydney Sweeney has found herself at the center of another controversy. This time, the actress is promoting the sports betting platform Novig in a campaign that heavily focuses on her body. The ad has drawn immediate criticism from several female athletes who argue that it reduces women in sports to their appearance.
Athletes Push Back Against Sweeney's Ad
In the Novig campaign, Sweeney appears wearing very little besides sports equipment. The deliberately provocative ad created an instant storm, especially from within the sports world.
Australian swimmer and four-time Olympic gold medalist Ariarne Titmus called the campaign a “kick in the face” to women who dedicate their lives to perfecting their craft. Other athletes, including water polo player Tilly Kearns and world champion boxer Skye Nicolson, have also criticized the campaign. Former US gymnast Gracie Kramer responded by posting a video highlighting what a woman in sports actually looks like, starting a trend that was subsequently echoed by elite athletes globally.
The criticism is not necessarily about nudity itself, but rather what the nudity is being used to promote. ESPN's Body Issue, for example, has previously featured partially or fully nude athletes while focusing on their bodies as part of their sporting achievements. Sweeney's campaign, by contrast, uses a sexualized image to promote a sports betting service.
Sweeney's Response Raises More Questions
Sweeney responded to some of the criticism by sharing images from ESPN's Body Issue, seemingly pointing out that prominent athletes have also posed nude. Critics argue that the comparison misses the context: those shoots were specifically centered around athletes and their physical achievements, whereas Sweeney's campaign is selling a gambling product.
The controversy also ties into a broader discussion surrounding Sweeney's relationship with sexualization. The actress has previously spoken about how uncomfortable it can be to see people constantly discuss and objectify her body. However, she has repeatedly accepted advertising campaigns and equity partnerships that deliberately leverage her sex appeal.
Her previous campaigns have sparked similar debates, including the Dr. Squatch soap campaign featuring “Sydney's Bathwater” and American Eagle's controversial 2025 “great jeans” campaign. When she did the jeans ad, critics also argued that the genetics-related wordplay evoked eugenic ideas, though Sweeney later stated she was surprised by the reaction.
