Sydney Sweeney is facing widespread criticism once again, this time for a provocative new advertisement for sports trading app Novig. The ad, released on September 9, 2026, features the Euphoria star appearing nearly nude while using sports equipment like footballs, basketballs, and tennis rackets to cover herself. The campaign has drawn sharp backlash from female athletes and Olympic champions who say it sexualizes women’s sports. Sweeney has since defended her involvement, while the controversy continues to grow online.
What the Novig Ad Shows and Why It Sparked Outrage
The advertisement is part of Novig’s “Just Sports” campaign, which the company describes as a way to focus entirely on sports without the politics or betting on wars and deaths that other prediction markets allow. In the 60-second spot, Sweeney is shown in various states of undress, mock-playing tennis, hockey, golf, basketball, and American football. She repeats the word “sports” multiple times before inviting viewers to test their sports knowledge on the Novig platform. At one point, she sits topless on a basketball hoop and later appears on a pool table, saying, “You can’t trade this, I just look good here.” The ad quickly went viral, racking up over 37 million views on Instagram within four days. However, the attention has been largely negative, with many viewers questioning why nudity was necessary to promote a sports platform.
Female Athletes Lead the Backlash
Some of the strongest reactions have come from professional female athletes, including Olympic gold medalists and world champions. Australian swimmer Ariarne Titmus, a four-time Olympic gold medalist, was among the first to speak out. In an Instagram post, she wrote, “I can’t describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is—teamwork, friendship, dedication, excellence, unity.” She also questioned, “How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?” Her comments were echoed by other athletes, including former U.S. gymnast Gracie Kramer, who shared a video of herself competing with the caption, “Idk what Sydney Sweeney was doing but this is what a woman in sports looks like.” Kramer later explained, “This ad is honestly infuriating. I’ve spent my entire life competing in a sport where female athletes have been oversexualized, reduced to our bodies, and forced to fight to be taken seriously for what we can actually do.” British sprinter Amy Hunt also weighed in after finishing fourth in the 200 meters at the Ultimate Championship in Budapest, saying, “Sydney Sweeney, this is what women in sport look like. Muscles, hard work, sweat, blood, tears.” Other athletes who criticized the ad include Australian swimmer Lani Pallister, boxer Skye Nicolson, water polo medalist Tilly Kearns, and surfer Felicity Palmateer, who told CNN the ad was “very damaging, especially for young females getting into sport.”
Sydney Sweeney’s Response and Defense
Amid the growing criticism, Sweeney has defended her decision to star in the campaign. In a statement published on the Novig website, she said, “The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humour and a playful edge.” The actress is not just the face of the campaign; she has joined Novig as a strategic partner and equity holder. In an interview with Complex, she explained that she was involved in the creative process from the beginning. “I don’t like to just put my face on something. I really want to be able to get into the weeds of it with an amazing team,” she said. Novig CEO Jacob Fortinsky also defended the partnership, telling Front Office Sports, “Sydney is great at captivating audiences and being the center of attention. In some sense, it forces us into the national discourse.” He also revealed that Sweeney approached the company about working together, not the other way around. Sweeney appeared to respond further to the backlash by sharing a series of ESPN Body Issue covers featuring nude athletes like Serena Williams, Ronda Rousey, Sue Bird, and Megan Rapinoe on her Instagram Stories.
Social Media and Fan Reactions
The backlash has extended far beyond the athletic community. On Reddit and other platforms, users have been quick to criticize both the ad and Sweeney’s defense of it. One Reddit user wrote, “They are professional athletes. They are not promoting gambling like Sydney.” Another commented, “She is tone deaf to criticism. It is not that you are naked too—it is WHY.” A third pointed out, “One can absolutely see the difference in the intent behind the professional athletes showing their bodies and the ad campaign SS did… one looks like art and the other looks cheap.” Another user said, “These athletes are actually showcasing the sport through their physical fitness. It’s sexy yeah but it’s also a celebration of what they do. Sydney’s ad is a cosplay that promotes her own brand of objectification along with gambling.” The controversy has also had a measurable impact on Sweeney’s social media presence. According to data from analytics firm Social Blade, she lost more than 200,000 Instagram followers in the days following the ad’s release, with 136,848 unfollows on Sunday alone and another 68,000 on Monday.
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The American Eagle Controversy Connection
This is not the first time Sweeney has faced backlash over an advertisement. In 2025, she starred in a campaign for American Eagle with the tagline “Sydney Sweeney has great jeans,” which critics said played on the homophones “jeans” and “genes” and was seen as promoting eugenics. The campaign drew widespread criticism, with some social media users comparing its messaging to Nazi propaganda. American Eagle later reported that the controversial ad did not boost women’s jeans sales, with the company’s women’s bottoms category declining two percent year-over-year in first-quarter sales.
Also Read: Sydney Sweeney Novig Ad Backlash: Sports Fans Call New Nude Campaign Disrespectful to Women Athletes
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