Sydney Sweeney's Novig betting ad draws backlash from Olympic and elite female athletes

The Novig campaign and Sweeney's promotional role

American actress Sydney Sweeney has drawn widespread criticism across international sports after starring in a 58-second commercial for Novig, a United States prediction market and sports betting application. Sweeney, an investor and strategic equity partner in the platform, appears semi-nude throughout the video, posing in white underwear while using sports items including rugby balls, tennis rackets, boxing gloves, and baseball bats to conceal parts of her body. The promotional clip depicts her sitting atop a basketball hoop and draped over a billiard table, repeating the word sports and declaring that viewers cannot trade her presence because she just looks good there. Novig promotes its platform by contrasting wagering on sporting events with betting on war or politics, and the video has reached tens of millions of views across social media networks.

International Olympians condemn sexualisation of women's sport

The commercial prompted immediate backlash from elite female athletes who argue the presentation reduces women in athletics to sexualized imagery rather than sporting achievement. Four-time Australian Olympic swimming champion Ariarne Titmus publicly criticized the campaign on Instagram, describing the video as an affront to competitors who dedicate their lives to athletic excellence. French triathlete Mathilde Tily stated that no amount of financial compensation should convince a woman to present such an image while female athletes continue fighting for equal pay and recognition. Australian water polo player Tilly Kearns shared clips of her career matches after calling the advertisement worse than expected, while Australian swimmer Lani Pallister and tennis player Priscilla Hon also joined the public rebuke.

Not only is it a slap in the face for all women who have dedicated their lives to perfecting their craft, but also for all those who appreciate sport for what it really is: teamwork, friendship, dedication, excellence, unity.

Track and field competitors launch counter-campaigns

The controversy rapidly reached international track competitions and generated counter-campaigns across digital platforms. American gymnast Gracie Kramer initiated a viral movement on TikTok by sharing footage of competitive routines and training sessions under the hashtag #womeninsports, directly challenging Sweeney's portrayal. British sprinter Amy Hunt echoed the campaign from the mixed zone at the Ultimate Championship in Budapest on Sunday, where she finished fourth in the 200-metre final with a season best of 22.10 seconds. Hunt contrasted the commercial against the winning time of 21.47 seconds achieved by Melissa Jefferson-Wooden, arguing that real athletic work involves sweat and discipline. Olympic gold medallists including Australian swimmer Brianna Throssell and American sprinter Gabby Thomas similarly promoted the athlete responses online.

Sydney Sweeney, this is what women in sport look like: 21.4. Muscles. Hard work, blood, sweat and tears. This is a beautiful night.

Industry expansion and debate over promotional double standards

The debate follows the expansion of sports prediction markets after the deregulation of sports wagering across the United States in 2018. Platforms such as Novig allow users to trade contracts on athletic outcomes, player scoring totals, and tournament results under models resembling financial trading. Sweeney did not issue a formal apology but responded indirectly by sharing archival ESPN Body Issue photographs of prominent athletes, including Serena Williams, Ronda Rousey, Myles Garrett, and Karl-Anthony Towns, suggesting a double standard in how naked athletic bodies are received. The commercial strategy echoes Sweeney's earlier partnership with American Eagle, which similarly generated social media controversies while elevating brand visibility.