Sydney Sweeney releases new Novig ad amid ongoing criticism from female athletes

Actress Sydney Sweeney posted a new Novig sports-betting commercial on Instagram, in which she appears in white underwear and uses footballs to cover herself while promoting the prediction-market platform. In the ad she remarks, "There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered?" and adds a joke about betting a 401(k) on a war before concluding that Novig is "just sports."

The commercial follows an earlier Novig spot that drew criticism from several female athletes, including swimmer Ariarne Titmus, gymnast Gracie Kramer and sprinter Amy Hunt, who said the ads sexualized women and presented an inaccurate image of women in sports. In response, Sweeney shared images of athletes such as Serena Williams and Ronda Rousey who have appeared in ESPN’s Body Issue.

Adrienne Uthe, founder of Kronus Communications, told Fox News Digital that while the ad may provoke disagreement, it reflects the actress’s personal brand choices and does not appear to cause material damage to her career. Novig described the original advertisement as a "fun idea" created with "confidence, humor and a playful edge."

The latest spot adds to a pattern of advertising controversies involving Sweeney, including a 2025 American Eagle campaign that some observers said contained racially charged wordplay.