Sydney Sweeney, the American actress known for her roles in television series such as *Euphoria* and *The White Lotus*, is facing widespread criticism from prominent women athletes following her appearance in a recent advertisement for Novig, a sports prediction and betting platform. The commercial, which quickly went viral and amassed over 22 million views within two days, features Sweeney partially nude, her body strategically covered with various sports equipment while promoting the app’s slogan to bet on “just sports.”
In the ad, Sweeney repeats the word “sports” multiple times, and is shown topless on a pool table, delivering the line, “You can’t trade this, I just look good here.” The video has sparked a significant backlash from female athletes who argue that it sexualizes women’s sports and undermines the dedication and athleticism of women competitors.
Several elite athletes spoke out against the campaign. British sprinter Amy Hunt, who recently won four gold medals at the European Championships and finished fourth in the women’s 200 meters at the World Athletics Ultimate Championship in Budapest, criticised the portrayal as misleading. Hunt contrasted Sweeney’s image with the realities faced by women athletes, highlighting physical endurance over appearance. She said, “This is what women in sport look like: 21.4. Muscles. Hard work, blood, sweat, tears,” referencing her own competitive times and the challenges of competing at an elite level.
Australian swimming champion Arianne Titmus expressed similar sentiments, describing the advert as a “kick in the face” to women who have committed their lives to sport. Titmus emphasised the qualities that define sport—teamwork, dedication and unity—rather than physical appearance or sexuality. British Olympic cyclist Sophie Capewell also condemned the advertisement, calling for a broader representation of women in sport that does not rely on sexualised imagery.
Numerous athletes joined a social media campaign showcasing footage of themselves training and competing, captioned “this is what a woman in sport looks like.” Among these voices was American gymnast Gracie Kramer, whose post gained widespread attention.
The controversy surrounding the advert aligns with earlier criticism of another campaign involving Sweeney. In 2025, an advertising campaign for American Eagle that featured the actress attracted backlash for its perceived use of language associated with eugenics. At the time, Sweeney acknowledged her surprise at the reaction and expressed her opposition to divisiveness in public discourse.
Novig’s founder and CEO Jacob Fortinsky defended the advert, highlighting Sweeney’s role in helping develop the company’s message and noting that the platform is restricted to users aged 21 and over. He argued that the campaign generated valuable national conversation.
Public relations expert Mark Borkowski described the advert as “cynical soft porn,” but suggested that the controversy would nonetheless increase visibility for Novig due to the public’s engagement with the cultural debate. Borkowski also noted that while the announcement may prove lucrative in the short term for Sweeney, the long-term effects on her personal brand remain to be seen.
In response to the criticism, Sweeney shared images of well-known athletes, both male and female, posing nude in various magazines, suggesting that the portrayal of the female body in athletic contexts remains complex and multifaceted.