Sydney Sweeney's Novig Ad Sparks Global Backlash and Parody

Key points

• Sydney Sweeney starred in a new ad for Novig, a sports betting site, where she appears in minimal clothing with sports gear.
• The ad has accumulated over 2.3 million views on YouTube, sparking widespread online debate.
• Prominent female athletes, including surfers Bethany Hamilton and Felicity Palmateer, have publicly criticized the ad for sexualizing women in sports.
• Novig co-founder Jacob Fortinsky defended the campaign, stating it was not intended to portray female sports but rather to promote their betting platform.
• Golf star Charley Hull has defended the ad, arguing that Sweeney is simply doing her job as an actress and that the backlash is overblown.
• The controversy is the second major backlash Sweeney has faced for a provocative ad, following a previous campaign for American Eagle.

Background

This controversy follows a pattern of public debate surrounding Sweeney's marketing choices. In 2025, she faced criticism for an American Eagle ad that some interpreted as promoting eugenics. More recently, in September 2026, she defended the Novig ad by sharing photos from ESPN's 'Body Issue' featuring professional athletes, a move that further divided public opinion. The current backlash is part of a broader, ongoing discussion about the representation of women in sports and advertising.

How outlets are covering it

The reaction to the Novig ad is sharply divided. Critics, including athletes like Skye Nicolson, Ariarne Titmus, and Bethany Hamilton, argue the ad sexualizes women and distracts from their athletic achievements, calling it a step backward for women's sports. In contrast, defenders like Charley Hull and Novig co-founder Jacob Fortinsky argue that Sweeney is simply an actress doing her job and that the ad is a standard marketing effort for a betting platform, not a commentary on women's sports. Maye Musk also defended the ad, stating that women can be sexy and have fun. The debate highlights a fundamental disagreement on whether such imagery is empowering or objectifying.

Why it matters

This controversy underscores the ongoing tension between commercial marketing strategies and the evolving standards for the representation of women in sports. It highlights how a single advertisement can become a proxy for broader cultural debates about gender, objectification, and the value placed on athletic achievement versus physical appearance. The strong reactions from both sides indicate that the public is deeply engaged in these issues, and the outcome could influence how future sports-related campaigns are designed and received.

What to watch

The immediate next steps will likely involve further public statements from Sweeney, Novig, and the athletes involved. The ad's performance in terms of views and engagement will be a key metric for Novig. The broader cultural conversation about the portrayal of women in sports advertising is expected to continue, potentially influencing future marketing strategies in the sports and entertainment industries.