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Sydney Sweeney’s latest Novig advertisement has created a major debate around women’s sports. The actress appears nude or nearly nude throughout the provocative sports prediction campaign. Sports equipment covers parts of her body during several scenes. The commercial promotes Novig as a platform focused entirely on sports. However, female athletes argue that the campaign misses the bigger picture. They believe it sexualizes women while ignoring the work behind athletic achievement. The backlash quickly spread across social media after the advertisement debuted. Four-time Olympic swimming champion Ariarne Titmus became one of its strongest critics. Titmus said the campaign angered her because of its message about women.
She argued that female athletes dedicate their lives to perfecting their sports. She also highlighted teamwork, friendship, dedication, excellence, and unity. For Titmus, the advertisement represents a step backward for women’s sports. British sprinter Amy Hunt also criticized the campaign after competing in Budapest. Hunt finished fourth in the 200-meter final at the Ultimate Championships. She pointed toward Melissa Jefferson-Wooden’s winning time of 21.47 seconds. Hunt emphasized the muscles, hard work, blood, sweat, and tears behind athletics. She also said women’s sports are not always glamorous or sexy. Instead, Hunt wanted people to see what female athletes actually accomplish. Gymnast Gracie Kramer delivered another pointed response on social media. Kramer shared footage showing herself competing rather than posing for an advertisement.
Her message focused on what a woman in sports really looks like. Other athletes soon joined that response across social media. Australian swimmer Lani Pallister shared training footage and images from her career. Sprinter Bree Rizzo also highlighted her own athletic journey. Water polo player Tilly Kearns strongly criticized Sweeney’s involvement. World champion boxer Skye Nicolson offered another perspective on the controversy. Nicolson said women can embrace their femininity while still being serious athletes. She argued that sports should not use sexuality to sell the product. That distinction sits at the heart of the current debate. Sweeney did not simply appear as a celebrity hired for the campaign. She also joined Novig as a strategic partner and equity holder. Novig CEO Jacob Fortinsky said Sweeney approached the company about the partnership. The actress reportedly helped shape the campaign’s central message.
Novig wants its platform associated exclusively with sports prediction markets. The company says users cannot trade on politics, wars, or deaths. Novig launched nationally in August and targets users aged 21 and older. The company plans to continue the campaign throughout football season. Additional advertisements and activations will reportedly follow during the fall. Sweeney has defended the concept as playful and focused on sports. She said the campaign aimed to cut through advertising noise. The actress also has her own history with sports. She played soccer, softball, and other sports while growing up. She also trained in mixed martial arts during her youth. Still, that background has not quieted the criticism. Instead, the controversy has shifted toward representation and responsibility. Female athletes argue that women already fight for recognition in sports.
They want attention placed on performance rather than appearance. That argument has also sparked a social media movement. Several athletes have posted videos showing training, competition, strength, and achievement. The posts directly contrast the Novig campaign with everyday athletic reality. Meanwhile, Sweeney appeared to respond through Instagram Stories. She shared images from ESPN’s Body Issue featuring famous athletes. The posts included Serena Williams, Ronda Rousey, Sue Bird, and Megan Rapinoe. They also included Caroline Wozniacki and several prominent male athletes. Sweeney did not directly explain why she shared those photographs. Therefore, reports have described the posts as an apparent response. Still, the timing has fueled another round of discussion.
The controversy raises a difficult question for sports marketing. Can advertisers celebrate confidence without reducing women to their appearance? Female athletes clearly believe Novig crossed that line. The campaign certainly succeeded at attracting attention for the company. However, attention does not always translate into positive brand recognition. For women in sports, the criticism reaches far beyond one advertisement. Athletes have spent decades building stronger platforms for women’s competition. They now want that progress reflected in sports advertising. The Novig campaign has placed that issue back into the spotlight. Sweeney and Novig may have wanted to show that sports can be fun. Instead, the advertisement has sparked a serious conversation about women in sports. That conversation likely will continue long after the advertisement stops running.
The ad has nothing to do with women’s sports it’s a gambling ad.
Author Profile
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Bradley Walker (VP) and Head of our Florida operations for NGSC Sports, bringing extensive experience across collegiate, professional, and amateur athletics. His coverage spans USF Athletics, including football, baseball, lacrosse, and softball, as well as University of Tampa baseball.
Bradley also provides coverage of minor league baseball with the Clearwater Threshers and Major League Baseball with the Tampa Bay Rays. On the national stage, he covers college football bowl games and conference championship matchups, along with premier golf events across the PGA Tour, LIV Golf, and LPGA Tour.
In addition to his reporting work, Bradley is the play-by-play announcer for Pinellas Park High School Patriots football, lending his voice and insight to Friday night lights.
He is also an active podcast host and contributor, serving as a host on The Walker Report, where he delivers in-depth sports analysis, interviews, and coverage across multiple levels of competition.
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