Sydney Sweeney's Novig Ad Sparks Backlash Over Sexualization of Women in Sports

Key points

• Sydney Sweeney launched a national advertising campaign for Novig, a sports prediction market, on Wednesday.
• The ad features Sweeney in mostly nude poses with sports balls and uniforms, which critics describe as sexualized.
• Sweeney serves as a strategic partner and equity holder for Novig, which launched nationwide last month.
• Female athletes, including gymnast Gracie Kramer and Olympic semifinalist Bree Masters, have publicly criticized the ad for misrepresenting women in sports.
• Sweeney defended the campaign as a humorous and confident focus on sports, while Novig emphasized its 21+ age requirement.
• The controversy echoes backlash from Sweeney's 2025 American Eagle ad, which sparked debate over its messaging.

Background

This controversy follows Sweeney's 2025 American Eagle campaign, which drew widespread criticism for its messaging. The current Novig campaign, which launched last month, has intensified debates over the representation of women in sports and the use of sexualization in advertising.

How outlets are covering it

The Hollywood Reporter and NBC News highlight the backlash from female athletes and industry professionals, who argue the ad reinforces the sexualization of women in sports. NBC10 Philadelphia notes the direct responses from athletes like Gracie Kramer and Bree Masters, who emphasize the importance of accurate representation. TV Insider reports on a parody by Chloe Fineman, which satirizes the ad's focus on nudity. Sweeney and Novig, as reported by The Hollywood Reporter and NBC10, defend the campaign as a humorous and sports-focused message, with Sweeney emphasizing the platform's 21+ age requirement.

Why it matters

The controversy underscores ongoing debates about the representation of women in sports and the use of sexualization in advertising. It highlights the tension between brand messaging and public perception, particularly in industries where women's representation is a significant issue.

What to watch

The campaign is expected to continue across digital, social, and out-of-home media throughout football season, with additional activations planned for the fall. The ongoing backlash may influence future advertising strategies for sports-related brands.