The sports world is abuzz with controversy following the release of a new advertising campaign featuring actress Sydney Sweeney. The hypersexualized ad, created for US sports prediction market Novig has drawn sharp criticism from female athletes who argue it diminishes the achievements of women in sports.
The campaign, which shows Sweeney in various states of undress while pretending to play different sports, has been widely condemned for its objectifying portrayal of women’s athletics. The backlash has been swift and vocal, with Olympic champions and professional athletes taking to social media to express their dismay.
Olympic Champions Lead the Criticism
Among the most vocal critics is Ariarne Titmus a four-time Olympic gold medallist in swimming. Titmus took to Instagram to express her frustration, calling the ad a “kick in the face” to women who have dedicated their lives to perfecting their craft. She questioned why the sexualization of women’s bodies and sports is still prevalent in today’s society.
British sprinter Amy Hunt a four-time European champion, also weighed in on the controversy. After finishing fourth in the 200m at the Ultimate Championships, Hunt directly addressed Sweeney, stating, “Sydney Sweeney, this is what women in sport look like.” Hunt highlighted the hard work, dedication, and physical prowess required in women’s sports, contrasting it with the ad’s portrayal.
Athletes Respond with Powerful Visuals
The backlash has extended beyond social media posts, with athletes sharing powerful visuals of their training and achievements. Lani Pallister an Australian Olympic swimmer, shared a video of her training regime, races, and medals. Similarly, sprinter Bree Rizzo posted a highlights reel of her career on the track.
The Australian Institute of Sport also joined the conversation, featuring women in various sports such as archery, gymnastics, boxing, and softball. Their message was clear: “THIS is sport.” The campaign aimed to showcase the true essence of women’s athletics, emphasizing teamwork, dedication, and excellence.
The Broader Implications of the Controversy
The controversy has raised important questions about the representation of women in sports and advertising. World champion boxer Skye Nicolson criticized the ad for making a “mockery” of women in sport. She emphasized the difference between looking good because of sport and using sex to sell sport.
Novig and Sweeney have not directly addressed the athletes’ criticism. However, Sweeney has shared images from previous nude sports photoshoots featuring other athletes, suggesting a broader trend in advertising. The controversy comes as prediction-market companies spend heavily on celebrity-led advertising, with other campaigns featuring high-profile figures like LeBron James and Emily Ratajkowski.
This is not the first time Sweeney’s advertising campaigns have sparked controversy. In 2025, her campaign for American Eagle was criticized for appearing to use the language of eugenics. Sweeney acknowledged her silence on the controversy had only “widened the divide” and expressed her surprise at the reaction.
