Sydney Sweeney’s latest advertising campaign for sports betting platform Novig has sparked widespread debate, with several prominent female athletes accusing the campaign of promoting a sexualized image of women in sports.
The advertisements feature the Euphoria star posing with sports equipment while wearing little or no clothing. Critics argue that the campaign shifts attention away from athletic achievement and instead focuses on appearance, prompting strong reactions across the sporting world.
British sprinter Amy Hunt was among the athletes who spoke out against the campaign. Following her performance at the World Athletics Ultimate Championship in Budapest, she emphasized the hard work, dedication, and physical demands that define women's sports, saying those qualities are what truly represent female athletes.
Australian Olympic swimming champion Ariarne Titmus also criticized the advertisements, arguing that they undermine the efforts of women who have spent years developing their sporting careers. She questioned why women's bodies continue to be used as a marketing tool and expressed concern about the message such campaigns send to younger generations.
Similar criticism came from Australian water polo player Tilly Kearns, boxer Skye Nicolson, and American gymnast Gracie Kramer, all of whom voiced support for showcasing athletic accomplishments rather than relying on sexuality to promote sports-related products.
Amid the controversy, Sweeney appeared to defend the campaign by sharing images of well-known athletes who had previously participated in artistic or magazine photoshoots featuring minimal clothing. Among those highlighted were sports figures such as Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Rob Gronkowski.
The debate follows another recent controversy involving Sweeney’s advertising work. Earlier this year, an American Eagle campaign featuring the actress generated discussion online due to its use of a wordplay slogan that some critics interpreted differently from the brand’s intended message.
Addressing that controversy, Sweeney said she was surprised by the reaction and stressed that she did not support the meanings some people associated with the campaign. She stated that her intention was simply to work with a brand she liked and that she remains opposed to division and negativity.
The Novig campaign continues to generate discussion on social media, with supporters viewing it as a form of personal expression while critics argue it reinforces outdated stereotypes about women in sports.
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