Sydney Sweeney’s Novig Sports Ad Sparks Backlash From Professional Athletes
Olympians and professional athletes criticize the campaign for sexualizing women in sports, while WNBA star Sophie Cunningham offers a more nuanced reaction.
Sydney Sweeney’s latest advertising campaign has ignited a debate across the sports world, with several prominent female athletes criticizing the actress’s provocative new commercial for sports prediction platform Novig.
The campaign, released in September, features Sweeney posing with sports equipment while wearing little to no clothing. The advertisement has drawn criticism from athletes who argue that its presentation of women runs counter to the years of work female competitors have put into earning recognition for their athletic accomplishments.
Olympic Athletes Speak Out Against the Campaign
Among the most prominent critics is Australian Olympic swimmer Ariarne Titmus, who described the advertisement as a “kick in the face” to female athletes, according to reporting on the controversy.
Titmus and other athletes have expressed concerns that the commercial places the emphasis on a woman’s appearance rather than the athletic ability, dedication and discipline associated with competitive sports.
British sprinter Amy Hunt also joined the criticism, alongside Olympic cyclist Sophie Capewell.
Their objections reflect a broader concern among female competitors: that women in sports continue to face pressure to be visually appealing in addition to demonstrating athletic excellence.
The Guardian reported that athletes have responded to the campaign by sharing images of themselves competing, accompanied by messages emphasizing what women in sports actually look like.
Sophie Cunningham Offers Her Take
WNBA player Sophie Cunningham, a guard for the Indiana Fever, also weighed in on the controversy.
During an appearance connected to her podcast, Cunningham offered a mixed reaction to Sweeney’s advertisement.
“Morally, I think it’s kind of weird, but to each their own. Go do your thing, sis,” Cunningham said, according to Awful Announcing.
Awful Announcing
Cunningham’s comments illustrate that reactions to the campaign are not entirely uniform, even among women competing at the highest levels of professional sports.
Her remarks acknowledged reservations about the advertisement while also recognizing Sweeney’s freedom to make decisions about her own image.
Gracie Kramer and Other Athletes Push Back
Former gymnast Gracie Kramer has also criticized the campaign, joining other athletes who believe the advertisement reinforces the sexualization of women in sports.
The criticism has extended beyond individual reactions, with athletes using social media to highlight their own accomplishments and athletic experiences.
Rather than focusing on appearance, their counter-message emphasizes training, competition, teamwork and the physical demands of professional athletics.
Sydney Sweeney’s Response
Sweeney has appeared to respond to the criticism by sharing images from ESPN’s former Body Issue, which featured prominent athletes posing nude.
The images included examples of athletes who have previously chosen to pose without clothing in publications celebrating the human body and athletic achievement.
That response has added another dimension to the debate: whether Sweeney’s commercial should be viewed as an expression of personal agency and body confidence or whether its advertising context makes it fundamentally different from athletic photography.
Critics argue that the purpose and presentation of the images matter, while defenders point to the fact that women should have control over how they choose to present themselves.
Novig Advertisement Generates Attention
The controversy has also brought considerable attention to Novig, the sports prediction platform behind the campaign.
According to The Guardian, the advertisement attracted more than 22 million views in its first two days, demonstrating the reach of the campaign amid the growing debate.
The company has defended the creative direction, with CEO Jacob Fortinsky describing the concept as a playful way to bring attention to sports.
Whether the backlash will have a lasting impact on the company’s brand or the public perception of Sweeney remains to be seen.
A Debate About Women, Sports and Advertising
The reaction to Sweeney’s Novig commercial highlights an ongoing discussion about how women are represented in sports-related marketing.
For critics, the issue is not simply whether Sweeney should be allowed to pose provocatively. Instead, they question why a sports-related campaign relies so heavily on sexual imagery rather than showcasing female athletes and their accomplishments.
Others see the controversy as a question of personal choice, arguing that women should be able to express themselves without being criticized for their appearance or the decisions they make about their bodies.
With professional athletes continuing to voice their opinions, the Novig campaign has become a flashpoint in a wider conversation about the relationship between sports, advertising, sexuality and the recognition of women in athletics.
The debate also raises a question for sports marketers: How can campaigns attract attention while respecting the accomplishments and experiences of the athletes whose sports they are promoting?
