Sydney Sweeney condemned by Olympians over 'sexualising' Novig sports ad

Female athletes from across the sporting world have condemned a new advertisement for sports prediction market company Novig starring Sydney Sweeney, accusing the campaign of sexualising women's sport. The ad, titled "Just Sports," depicts Sweeney in minimal or no clothing while she pretends to play several different sports, using footballs, tennis rackets and basketball hoops to cover her body.

The backlash was led by four-time Olympic gold medallist Ariarne Titmus, who wrote on Instagram that she "can't describe how infuriated I feel when I watch this." Titmus called the campaign "a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity."

The response from athletes has been swift and coordinated, using the ad as an opportunity to highlight the excellence of women's sport. American gymnast Gracie Kramer kickstarted a trend with the line "this is what a woman in sport looks like," and Australian Olympic swimmer Lani Pallister shared an Instagram video of her training regime, races and medals. British sprinter Amy Hunt referenced the ad after running a season's best 22.10 seconds in the 200m at the Ultimate Championship in Budapest, saying, "Sydney Sweeney, this is what women in sport look like."

Water polo silver medallist Tilly Kearns wrote, "I absolutely fking hate Sydney Sweeney's new sports ad," while world champion boxer Skye Nicolson said the backlash was about making a "mockery" of women in sport rather than judging how women look. "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'," Nicolson wrote in an Instagram story.

Sweeney is not just the face of the campaign; she joined Novig as a "strategic partner and equity holder," according to a Novig statement. In a press release, the company described the campaign as a way to bring its "Just Sports" message to life with "confidence, humor and a playful edge." Sweeney said in the release, "The concept is simple: cut through the noise and put the focus entirely on sports."

The ad has drawn comparisons to Sweeney's previous controversial American Eagle campaign in 2025, which was criticised for appearing to use the language of eugenics. That campaign also sparked widespread online discussion, and Sweeney later acknowledged her silence on the controversy had only "widened the divide."

Novig launched nationwide last month and describes itself as a sports-focused prediction market, combining the mechanics of modern financial exchanges with a sports-first experience. The company highlights its 21-and-over age requirement, calling itself the only prediction market to maintain that restriction. The campaign will run nationally across digital, social, online video and out-of-home placements throughout football season.