Sharon Stone and Megyn Kelly Clash Over Sweeney’s Novig Ad Controversy

Key points

• Sharon Stone told Sweeney to 'take responsibility' for the ad, stating it denigrates women’s sports to attract male gamblers.
• Megyn Kelly argued the backlash is driven by Sweeney’s Republican voter registration and double standards regarding female sexuality.
• Sweeney is a strategic partner and equity holder in Novig, having helped shape the campaign’s creative direction.
• Female athletes like Ariarne Titmus and Amy Hunt criticized the ad for sexualizing women in sports, while others like Charley Hull defended it as valid marketing.
• Sweeney responded to critics by sharing nude ESPN magazine images of athletes, including Serena Williams and Ronda Rousey.

Background

The controversy began in mid-September 2026 when Sweeney’s 'Just Sports' ad for Novig went viral. The campaign, which features Sweeney posing provocatively with sports equipment, sparked immediate debate. Earlier coverage noted that Sweeney is an equity holder in Novig and helped shape the ad. While some athletes and commentators condemned the ad as objectifying, others, including LPGA star Charley Hull, defended it as a standard marketing tactic targeting male audiences. The debate has intensified with high-profile figures from both sides of the political spectrum weighing in.

How outlets are covering it

Fox News emphasized Sharon Stone’s criticism, framing the ad as a denigration of women’s sports and highlighting Stone’s personal history of fighting for gender equality in athletics. The outlet also included commentary from Curtis Houck, who dismissed the backlash as jealousy. In contrast, the New York Post focused on Megyn Kelly’s defense of Sweeney, arguing that the controversy is politically motivated due to Sweeney’s Republican registration. Kelly and her guest Emily Jashinsky contended that the ad does not claim to represent female athletes but merely markets sports to men, a practice they described as long-standing. The two outlets present opposing views: Fox News frames the issue as a moral and ethical failure regarding women’s sports, while the New York Post frames it as a political witch hunt against a conservative-aligned celebrity.

Why it matters

The Sweeney-Novig controversy underscores the deep cultural and political divisions over gender, sexuality, and marketing in sports. It highlights how public figures are increasingly judged not just on their actions but on their political affiliations. The debate also reflects broader tensions between traditional advertising norms and modern expectations for authentic and empowering representation of women in sports. As Sweeney’s status as an equity holder in Novig adds a layer of commercial interest, the controversy may influence future brand partnerships and marketing strategies in the sports industry.

What to watch

Expect continued public debate as more celebrities and athletes weigh in. Sweeney may face further scrutiny or potential backlash from sponsors, though her equity stake in Novig suggests a long-term commitment to the brand. The controversy could also influence how sports brands approach marketing campaigns featuring female celebrities, potentially leading to more cautious or diverse representations. Additionally, the political dimension of the backlash may see further commentary from political figures and media outlets, keeping the story in the public eye for weeks.