Athletes Criticize Sydney Sweeney's Novig Betting Campaign for Sexualizing Women in Sports

Actress Sydney Sweeney appeared almost entirely nude in a new advertisement for Novig, a sports-betting service, prompting a wave of criticism from women in the sports community. The campaign, released on September 9, has amassed close to 39 million Instagram views.

Sweeney, who holds an equity stake in Novig, said the ad was intended to "embrace a fun idea" and to "cut through the noise and put the focus entirely on sports." She added that Novig does not involve betting on wars, deaths, or politics.

Several female athletes responded that the ad shifts attention from athletic performance to sexual appeal. Australian surfer Felicity Palmateer told CNN the commercial was "incredibly disappointing" and "very damaging" for young females interested in sport. Former college gymnast Grace Kramer posted a video contrasting Sweeney's ad with her own gymnastics routine, noting it showed "what a woman in sports looks like."

Paralympian Beatriz Hatz described the ad as "disgusting and disappointing," saying it sets women back by sexualizing them. Four-time Olympic swimming champion Ariarne Titmus called the spot "a kick in the face to every woman who had dedicated her life to perfecting her craft." British sprinter Amy Hunt used a post-race interview to remark, "This is what women in sport look like."

The backlash also included women working in sports media. Videographer Emma Hernanzie labeled the ad a "slap in the face to women in sports who fight for respect," while a social-media editor named Kiara said the campaign makes it harder for her to do her job.

Novig and Sweeney have continued to share the campaign images on social platforms despite the criticism.