In a recent advertising campaign for the sports betting app Novig, actress Sydney Sweeney has stirred considerable controversy amongst female athletes and sports fans alike. Critics have described the advertisement as a notable regression for women in sports, particularly due to its provocative portrayal of Sweeney, who poses topless in various suggestive positions while promoting the app.
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Former Olympic swimmer Ariarne Titmus expressed her frustration, remarking, “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 also to every woman who enjoys sports for what it truly represents – teamwork, friendship, and dedication.” Titmus’s statement highlights the sense of betrayal felt by many athletes who have fought hard against the objectification and sexualisation of women in sporting contexts.
The advertisement, which has garnered mixed reactions online, features the Euphoria star promising that the app offers “just sports,” despite the overtly sexualised presentation. In the video, Sweeney is seen lying atop a basketball hoop, seemingly naked, promoting the app’s betting predictions for various sporting events, including the NBA and NFL.
The backlash has been swift, with reports indicating that Sweeney has lost over 200,000 followers on Instagram since the ad’s release. Prominent British athlete Amy Hunt was among those who reacted critically. In an interview following the Ultimate Championship, Hunt remarked, “Sydney Sweeney, this is what women in sport look like,” directly taking a stand against the hyper-sexualisation present in the commercial.
American gymnast Gracie Kramer also vented her frustrations in a TikTok video, posting, “Idk what Sydney Sweeney was doing, but this is what a woman in sports looks like.” She expanded on her thoughts through an Instagram Story, condemning the ad for its reliance on sexual imagery to promote women’s sports. “This ad is honestly infuriating,” she wrote, emphasising that female athletes have long been reduced to their physical appearances rather than their abilities.
Lucy Davis, another British athlete, shared her disbelief at the ad’s release, stating, “It’s 2026… Stop sexualizing women in sport.” Davis’s comments reflect a broader sentiment amongst athletes who find the portrayal of Sweeney particularly disheartening in an era where female athletes are striving for recognition based on their skills and achievements rather than their looks.
Sophie Capewell, an Olympic champion cyclist, acknowledged the strength of the response from female athletes, saying, “The amount of women who’ve come out and said something is quite powerful.” She questioned why an ad promoting a sports-related campaign would choose to depict a woman in such a manner, arguing that it detracts from the true spirit of sports.
The ad’s negative reception culminated with Olympic silver medalist Tilly Kearns expressing her disdain in a blunt manner by stating, “I absolutely fking hate Sydney Sweeney’s new sports ad.” Such remarks underscore the deep frustration among female athletes who continue to advocate for a respectful portrayal in sports media.
In response to the backlash, Novig issued a statement explaining that the creative direction of the campaign was meant to be light-hearted and engaging. They described the concept as a way to “cut through the noise” and shift the focus back to sports, insisting that it was intended to embody confidence and humour. However, many in the sporting community have found the execution of this idea problematic.
As the conversation continues regarding Sweeney’s controversial advertisement, it seems that many athletes are yearning for a shift in how women’s sports are marketed and represented. The portrayal of women in sports continues to evoke strong feelings; many advocates believe it is time to shift away from objectification and instead celebrate female athletes for their dedication, talent, and numerous achievements on the field. As more voices join the discussion, it is clear that the fight for respect and recognition in women’s sports is far from over.