Hollywood actress Sydney Sweeney appeared in a new commercial for U.S. sports-prediction platform Novig that quickly became a flashpoint across the sporting world. In the spot, Sweeney is shown in a series of poses with only sports equipment – footballs, basketballs, a pool cue – to shield her body, while a voice-over repeats the word “sports” nine times before she declares, “You can’t trade this, I just look good here.” The ad, aimed at users 21 and older, uses her minimal clothing to market betting on “just sports”.
The Novig campaign and its marketing angle
The commercial was produced after Sweeney agreed to become a “strategic partner and equity holder” in Novig, according to a company statement. By leveraging her growing fame from series such as Euphoria and The White Lotus the brand hoped to generate “massive reach” and stimulate conversation around its prediction market. The company emphasized that the ad is restricted to adults, yet the visual focus on Sweeney’s near-naked form has eclipsed its betting message. Critics note that the campaign mirrors past attempts where Sweeney’s image was used to stir cultural debate, including a 2025 American Eagle jeans ad that sparked its own controversy.
Athlete backlash and social-media response
Within hours of the video’s release – which amassed over 22 million views in the first two days – a chorus of female athletes took to Instagram and Twitter to denounce the spot. Four-time Olympic swimmer Ariarne Titmus wrote, “I can’t describe how infuriated I feel when I watch this… it’s a kick in the face to every woman who has dedicated her life to perfecting her craft.” British sprinter Amy Hunt fresh from a fourth-place finish in the 200 m at the World Athletics Ultimate Championships, responded directly to Sweeney: “Sydney Sweeney, this is what women in sport look like – 21.4, muscles, hard work, blood, sweat, tears.” Hunt’s reply highlighted Melissa Jefferson-Wooden’s 21.47 seconds, the fourth-fastest ever, to underline the genuine athletic achievement being ignored.
American gymnast Gracie Kramer sparked a viral thread with the caption “this is what a woman in sport looks like,” a phrase that was soon echoed by Australian Olympic swimmer Lani Pallister track sprinter Bree Rizzo and water-polo silver-medallist Tilly Kearns. Boxer Skye Nicolson stressed the distinction between “looking sexy because you do sport” and “using sex to sell sport,” calling the ad a “mockery” of women athletes. British cyclist Sophie Capewell added, “Imagine a world where sexualised representation isn’t the most popular way of seeing women in sport.”
Industry commentary and brand defence
Novig’s founder and CEO Jacob Fortinsky defended the approach, stating, “Sydney is great at captivating audiences and being the centre of attention. In some sense, it forces us into the national discourse.” He reiterated that the platform is limited to users over 21 and that Sweeney helped shape the campaign’s message. Public-relations veteran Mark Borkowski labelled the advertisement “cynical soft-porn” but predicted that the ensuing outrage would boost Novig’s visibility, noting, “Sex still sells, and the culture-war argument gets you one thing: enormous reach.”
Sweeney’s later reaction and the ongoing debate
After a period of silence, Sweeney posted a collage of nude images featuring both male and female athletes – including Serena Williams, Megan Rapinoe and Sue Bird – without comment. She later issued a brief statement saying she was “surprised by the reaction” and that she is “against hate and divisiveness.” The episode has reignited a broader conversation about the commodification of women’s bodies in sport marketing, with many athletes demanding that future campaigns celebrate skill, dedication and unity rather than relying on sexual appeal.
