Key facts
- Sydney Sweeney is facing backlash from female athletes for a controversial advertisement for sports betting company Novig.
- The advert has been criticized for sexualizing women's sport.
- Athletes like Ariarne Titmus and Amy Hunt have spoken out against the ad.
- Sweeney is a strategic partner and equity holder in Novig.
- Some athletes have used the controversy to promote women's sports achievements.
Actor Sydney Sweeney is facing significant backlash from female Olympians and athletes over a controversial advertisement for the sports betting company Novig. The campaign, which depicts Sweeney in various states of undress and minimal clothing while pretending to play sports, has been widely criticized for sexualizing women's sports.
Retired Olympic swimmer Ariarne Titmus expressed her fury, stating that such marketing is a "kick in the face" to women dedicated to their sports and that monetizing a woman's body to sell sport is still prevalent. British sprinter Amy Hunt contrasted the advert with the reality of women's sports, emphasizing "muscles, hard work, blood, sweat, tears" over sexualization. Other athletes, including Sophie Capewell and Tilly Kearns, also voiced their disapproval.
In response to the controversy, many athletes have taken inspiration from American gymnast Gracie Kramer's trend of posting videos and images under the message "this is what a woman in sport looks like." These responses aim to highlight the dedication, excellence, and realities of female athletic careers.
Sweeney, who is not just the face of the campaign but also a "strategic partner and equity holder" in Novig, has faced criticism for her involvement. Some social media users suggested directing anger at the company, but Sweeney's role as a partner means she benefits from the attention. The situation has drawn comparisons to a 2025 American Eagle campaign featuring Sweeney, which was criticized for its use of eugenics-related language.