Maye Musk Praises Sweeney's Novig Ad While Athletes Rally Against Sexualization

Key points

• Maye Musk appeared on 'Tomi Lahren Is Fearless' to defend Sydney Sweeney's nude ad for the sports-betting app Novig, stating that modeling and acting allow women to 'look sexy and have fun.'
• Musk described Sweeney as 'fabulous' and 'beautiful,' suggesting the actress needs a sense of humor to handle the online backlash.
• The interview also covered Musk's 12-year journey to US citizenship, which she described as an emotional experience, and her views on government fraud and benefits for illegal migrants.
• Musk concluded the interview by discussing her 18 grandchildren, stating they receive hugs instead of Christmas presents.
• The ad sparked a viral counter-campaign among female athletes, including British sprinter Amy Hunt, who posted videos emphasizing athletic performance over physical appearance.

Background

The controversy began in September 2026 when Sweeney released a provocative ad for Novig. Previous coverage noted that Sweeney defended the campaign by citing nude magazine covers of athletes like Serena Williams. Critics, including professional cyclists Demi Vollering and Sophie Capewell, argued the ad sexualizes women's sports. Social media data showed a temporary dip in Sweeney's followers, though she later regained a significant portion. Some commentators argued the ad targeted male bettors rather than commenting on women's sports, but critics maintained it reinforced harmful stereotypes.

How outlets are covering it

OutKick highlights Maye Musk's defense of Sweeney, framing the controversy as a debate over women's autonomy and femininity. Musk's comments align with a view that women should not be lectured for using their looks to build careers. In contrast, Axios emphasizes the backlash from the women's sports community, noting that the ad struck a nerve because female athletes have gained cultural cachet and platforms to push back. Axios cites experts who argue the ad represents a backlash against gains in women's sports, while OutKick focuses on Musk's personal anecdotes and political views. The two sources present a clear divide between individual defense of the ad and collective resistance from athletes.

Why it matters

The controversy highlights ongoing tensions between corporate marketing strategies and the evolving status of women in sports. While some view the ad as a standard gambling campaign, others see it as a regression in the representation of female athletes. The backlash demonstrates the power of social media in allowing athletes to shape their own narratives and challenge traditional media portrayals. Additionally, the involvement of high-profile figures like Maye Musk adds a layer of celebrity endorsement to the debate, influencing public opinion on the issue.

What to watch

The backlash is expected to continue as more female athletes and public figures weigh in on the issue. The ad's impact on Novig's brand and Sweeney's public image will be monitored in the coming weeks. Additionally, the broader conversation about women's sports and advertising may lead to changes in how brands approach marketing campaigns featuring female athletes. The debate is likely to influence future advertising strategies and public discourse on the representation of women in sports.