Sydney Sweeney faces heavy backlash for her provocative Novig sports app campaign. Get details on the controversial ad and athlete reactions.
Hollywood star Sydney Sweeney (Euphoria, Anyone But You) has landed in the crosshairs of internet culture and the sports media landscape after partnering with sports prediction market platform Novig. Unveiled in September 2026, the national ad campaign features Sweeney appearing nearly nude while strategically positioning footballs, basketball nets, and protective gear over her body. In addition to starring in the "Just Sports" commercial spot, Sweeney officially joined Novig as a strategic partner and equity holder. However, the campaign quickly ignited a wave of backlash from sports industry professionals and professional female athletes who criticize its reliance on overt sexualization.
What Is the Novig Ad Campaign and Why Is It Controversial?
The commercial attempts to position Novig as a pure sports trading platform, cutting away non-sports prediction markets like political elections or pop culture outcomes.
- Visual Approach: The ad features Sweeney talking directly to the camera while strategically covered by various pieces of athletic equipment before lounging on a pool table.
- Equity Partnership: Beyond being an on-screen ambassador, Sweeney took a direct equity stake in the company and helped shape the campaign's messaging alongside Novig CEO Jacob Fortinsky.
- The "Just Sports" Slogan: Critics have pointed out the irony of pitching a "pure sports" platform through heavily sexualized celebrity imagery rather than athletic performance.
How Are Sports Professionals and Athletes Reacting to the Campaign?
The advertisement triggered widespread pushback from women working across sports media, professional athletics, and gameday operations.
- Impact on Women in Male-Dominated Fields: Marissa Womack, manager of game day promotions for the Harrisburg Senators, noted on TikTok that sexualized marketing undermines female professionals who already work tirelessly to prove their credibility in sports.
- Pro Athlete Backlash: Multi-time Olympic gold medalist swimmer Ariarne Titmus and British sprinter Amy Hunt publicly condemned the ad. Hunt directly addressed Sweeney during a post-race interview, stating that real women in sports are defined by sweat, muscles, and dedication.
- Sydney Sweeney's Defense: Sweeney defended the campaign as a simple, playful idea meant to cut through commercial noise with humor and confidence. She later shared images from ESPN's past Body Issue shoots to highlight celebrated nude photography in sports.
Read the full corporate announcement and platform guidelines directly on Novig.