Actress Sydney Sweeney has come under criticism following her appearance in a controversial advertising campaign for sports betting platform Novig.
The campaign features Sweeney appearing nude, with sports equipment strategically positioned to cover parts of her body.
The advert has drawn criticism from female athletes, who argue that it sexualises women and risks overshadowing the achievements of female athletes.
Australian Olympic swimming champion Ariarne Titmus criticised the campaign, saying it placed undue emphasis on women’s bodies rather than the dedication and accomplishments behind their sporting careers.
British sprinter Amy Hunt also weighed in, telling the BBC: “Sydney Sweeney, this is what women in sport look like.”
Water polo player Tilly Kearns and swimmer Lani Pallister were also among those who responded to the campaign, sharing footage highlighting the physical demands and commitment involved in elite sport.
Sweeney appeared to respond to the criticism by sharing images from ESPN’s former “Body Issue”, which featured prominent athletes posing nude, including footballer Megan Rapinoe, tennis star Serena Williams and former American football player Rob Gronkowski.
Her response appeared aimed at highlighting the long-standing practice of athletes appearing nude in sports-related media campaigns.
However, the controversy has continued, with critics arguing that the context and purpose of the campaigns remain different.
The dispute has also reignited a broader debate about the way women’s bodies are portrayed in sports and advertising, including questions about whether female athletes receive recognition primarily for their sporting achievements or physical appearance.
Novig, the company behind the campaign, is seeking to build its profile in the increasingly competitive sports prediction and betting market, where it faces competition from platforms such as Kalshi and Polymarket.
The controversy surrounding Sweeney’s advert has generated significant attention for the relatively lesser-known brand, although the debate also raises questions about whether publicity necessarily translates into positive public perception.
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