Sydney Sweeney, the American actress known for her roles in television series such as *Euphoria* and *The White Lotus*, has faced widespread criticism from female athletes after appearing nude in a recent advertising campaign for the sports betting company Novig. The campaign features Sweeney posing with various sports equipment, including footballs, tennis rackets, and baseballs, which she uses strategically to cover herself.
The adverts have drawn sharp rebukes from a number of prominent women in sport who argue that the campaign sexualizes female athletes and undermines the significant effort and dedication involved in professional sport. Amy Hunt, a British sprinter and four-time European champion, was one of the most vocal critics. Speaking after finishing fourth in the 200m final at the inaugural World Athletics Ultimate Championship in Budapest, Hunt contrasted her own athletic experience with the portrayal shown in the advert. She emphasized the physical demands and challenges of competition, describing women's sport as about “muscles, hard work, blood, sweat and tears” rather than glamour or sex appeal. Hunt also highlighted the often unglamorous realities faced by female athletes, noting personal issues such as managing one’s period during competition.
Other athletes joining the backlash included Australian swimmer Ariarne Titmus, a four-time Olympic gold medallist, who called the advert “a kick in the face” to those who have dedicated their lives to sport. Titmus expressed frustration that the sexualization of women’s sport remains prevalent and questioned the message it sends to young people about female athletes. Australian boxer Skye Nicolson also weighed in, distinguishing the natural attractiveness that can come from athleticism from the use of sexuality as a marketing tool. American gymnast Gracie Kramer and British 400m runner Laviai Nielsen were among others who spoke out, emphasizing the need to celebrate women’s bodies for their capabilities rather than appearance.
The controversy comes amid recent changes in broadcasting guidelines in Europe aimed at reducing the objectification of female athletes. These new rules discourage camera angles that focus on body parts or revealing views, instead encouraging coverage that highlights performance and skill.
Sweeney has defended the campaign, describing it on social media as a “fun idea” intended to “cut through the noise” and spotlight sports with confidence and humor. She pointed to precedent in sports media imagery by sharing examples of well-known athletes who have posed nude for magazine covers and promotional campaigns, such as Serena Williams, Megan Rapinoe, and Ronda Rousey.
The actress holds an equity stake in Novig and reportedly advocated for appearing nude in the campaign. Her previous endorsements—including a 2024 skincare advert and a 2025 jeans campaign that sparked political debate—have also generated controversy. Despite her defense, many in the athletic community remain critical, viewing the advert as a step backward in the ongoing effort to promote respect and equality for women in sport.