Sweeney's Nude Betting Ad Sparks Backlash From Athletes, With Novig CEO Claiming She Drove the Creative

Key points

• Novig, a sports-focused prediction market, launched an ad campaign featuring Sydney Sweeney posing in sports environments like basketball hoops and hockey goals with little to no clothing.
• Female athletes, including gymnast Gracie Kramer and rugby player Sofie Fella, criticized the ad as disrespectful and a regression in the progress of normalizing women in sports.
• Novig CEO Jacob Fortinsky stated that Sweeney was an equity holder who 'drove a lot of the visuals and the messaging' for the campaign, claiming the company was supportive of women's sports.
• Sweeney stated in the ad that Novig is 'just sports, so they wanted to show just sports,' while Fortinsky noted he expected some negative feedback based on pre-existing opinions of her.
• The controversy follows a similar backlash Sweeney faced last year over an American Eagle jeans advertisement that critics claimed promoted eugenics.

Background

This controversy follows a pattern of Sweeney facing backlash for provocative advertising, including a 2025 American Eagle campaign that critics argued promoted eugenics. The current dispute highlights ongoing tensions in how women's sports are portrayed in media, with many athletes and commentators arguing that objectification undermines decades of progress in equal pay, facilities, and public perception of female athletes.

How outlets are covering it

ABC News highlights the direct involvement of Sweeney in the creative process, citing Novig CEO Jacob Fortinsky's claims that she was an equity holder who drove the visuals and messaging. In contrast, the BBC frames the issue as a cultural quiz question, focusing on the criticism from women's sports stars rather than the corporate or creative details. The archive background shows a broader consensus among athletes that the ad sexualizes women's sports, while some commentators argue the backlash is a culture-war reaction rather than a direct strike against women's sports.

Why it matters

The controversy underscores the ongoing debate over the portrayal of women in sports and advertising, with critics arguing that objectification undermines progress in equal pay and public perception, while supporters argue for the right of public figures to push boundaries in marketing.

What to watch

It is unclear if Novig will pull the ad or if Sweeney will issue a formal response, as ABC News noted they reached out to Sweeney for comment. The controversy may continue to spark debate over the role of celebrities in sports advertising and the boundaries of provocative marketing.