All articles tagged with #athlete backlash
A one-minute ad for the sports-betting app Novig stars Sydney Sweeney in provocative, near-nude shots, drawing sharp backlash from athletes and fueling debate about the boundaries and strategy of celebrity-led sports marketing.
Sydney Sweeney is facing backlash after starring in a Novig campaign called 'Just Sports' in which she posed nude while cupsling sports equipment, a promo that quickly went viral. Novig says the campaign restricted eligibility to users 21+ and that Sweeney helped shape the creative as an equity holder/partner. Several female athletes and commentators condemned the ad for objectifying women in sport, with figures like Amy Hunt and Ariarne Titmus among those speaking out; others shared clips mocking or critiquing the campaign. Sweeney has responded on social media by sharing ESPN Body Issue imagery, signaling a response to the controversy while the debate over marketing and gender representation in sports continues.