Sydney Sweeney Novig Ad Sparks Debate over Sexualizing Women in Sports

NEW YORK – Sydney Sweeney sports ad for Novig has drawn criticism from female athletes who say the campaign sexualizes women in sports.

Olympic medalists and athletes across several sports have challenged the campaign’s imagery, turning Novig’s “Just Sports” launch into a wider debate about how women are portrayed in sports marketing.

The sports prediction market launched the campaign Sept. 9 ahead of football season, with Sweeney appearing nude or partially clothed while strategically placed footballs, tennis rackets and other sports equipment cover her body. The actor also joined Novig as a strategic partner and equity holder rather than serving solely as a celebrity spokesperson.

Novig Launches First National Campaign with Sweeney

Novig said that “Just Sports” is intended to emphasize its exclusive focus on sporting events rather than prediction markets involving politics, wars, deaths or other topics. Sweeney described the concept as playful and designed to cut through the noise around the growing prediction-market sector.

CEO and co-founder Jacob Fortinsky has acknowledged that Sweeney’s ability to attract attention was part of the appeal. He told Front Office Sports that the actor is effective at captivating audiences and putting herself at the center of attention, adding that the partnership was capable of pushing Novig into the national conversation.

The campaign also generated a sharp rise in search interest. Google Trends data for U.S. web searches since the campaign launched showed several Sydney Sweeney and Novig-related queries reaching breakout status, while search interest in “Sydney Sweeney ad” rose 4,500% compared with the previous period.

Female Athletes Push Back on Sydney Sweeney Ad

Four-time Olympic swimming gold medalist Ariarne Titmus was among the most prominent athletes to criticize the campaign. She questioned why women’s bodies were still being monetized and sexualized in connection with sports, arguing that the portrayal conflicted with the work, teamwork and dedication associated with female athletics.

Former U.S. gymnast Gracie Kramer responded by sharing competition footage under the message, “this is what a woman in sports looks like”. Kramer later said the dispute was bigger than Sweeney, arguing that using sexualization to attract attention reinforces a narrative female athletes have been trying to overcome.

British sprinter Amy Hunt also addressed Sweeney after competing in Budapest, pointing to “muscles, hard work, sweat, blood, tears” as representing women in sports. Australian athletes including boxer Skye Nicolson, swimmer Titmus and water polo player Tilly Kearns were among others who publicly objected to the campaign.

The criticism has also reached academia. Northeastern University media and psychology experts said the campaign draws on longstanding sexual stereotypes in sports. Communication professor Stephen Warren argued that generating viral controversy appeared central to the campaign’s impact, while psychology professor Rachel Rodgers contrasted athletic performance with Sweeney’s largely ornamental use of sports equipment.

Sweeney Appears to Respond as Campaign Gains Attention

Sweeney has not issued a direct statement addressing individual athletes’ criticism. Over the weekend, however, she appeared to respond by sharing images from ESPN’s former Body Issue, which featured athletes including Serena Williams, Megan Rapinoe, Ronda Rousey and others posing nude or semi-nude.

The campaign arrives as prediction market advertising faces wider scrutiny over celebrity marketing and younger audiences. Novig maintains a 21-and-older requirement and operates its sports prediction market under Commodity Futures Trading Commission oversight.

For Novig, the controversy has delivered substantial attention to a company competing for recognition in a rapidly expanding prediction-market sector. Whether the backlash changes the campaign is less clear, with neither Novig nor Sweeney announcing plans to withdraw or modify the advertising as of Sept. 15.

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