Cyclists and Athletes Reject Sweeney’s Novig Ad as Sexualizing
A new advertising campaign for the sports betting platform Novig, featuring actress Sydney Sweeney in a state of near-nudity, has triggered widespread criticism from professional athletes. Cyclists Demi Vollering and Maddy Nutt, along with Olympic swimmer Ariarne Titmus, argue the ad sexualizes women’s sport and undermines decades of progress in normalizing female athletic achievement. While the campaign generated massive social media engagement, critics contend it reduces athletes to objects rather than celebrating their physical capabilities. Sweeney, who is an equity holder in Novig, has faced backlash from both the sporting world and political commentators, with some arguing the controversy is driven by her political associations rather than the ad’s content.