American actress Sydney Sweeney has sparked a renewed debate over the portrayal of women in sports advertising following the release of a provocative commercial for the sports betting platform Novig. The one-minute advertisement, released online on September 9, features Sweeney largely nude, wearing only minimal coverings such as footballs held over her chest and hockey shin guards, prompting mixed reactions from the public and athletes.
The commercial opens with Sweeney in a dimly lit setting, gradually revealing her scant attire as she delivers the message: "No betting on wars or deaths and no politics. Just you, your takes and sports." While the ad aims to promote Novig’s emphasis on sports-related betting, it has drawn criticism, particularly from female athletes who argue that it reduces women’s roles in sports to mere physical appearance.
Among those voicing opposition is Gracie Kramer, a former gymnast, who posted a social media video showcasing female athletes engaged in various sports activities. Kramer criticized the ad for perpetuating the objectification of women's bodies and overshadowing their athletic achievements. "Women put in hours and years to build something that they're proud of, and when you're reduced to the way that you look, it's dehumanizing," Kramer stated in an interview.
In contrast, some observers frame Sweeney’s participation as an expression of empowerment and body positivity. Raquel Debono, founder of the right-leaning organization Make America Hot Again, contended that the backlash reflects inconsistency, noting that traditionally, the political left has promoted sexual liberation. Debono suggested the criticism may stem from changing cultural attitudes and political divides surrounding expressions of femininity.
Marketing experts note that the controversy serves a strategic role for Novig, a relatively small player in the prediction market sector. Joshua Lewis, a professor at New York University’s Stern School of Business, suggested the polarizing nature of the ad is likely intentional, designed to maximize exposure and appeal to a core audience that may not be deterred by the complaints it provokes. To date, the advertisement has amassed more than 40 million views, significantly raising Novig’s profile relative to competitors such as Kalshi and Polymarket.
This latest incident recalls a previous Sweeney campaign for American Eagle that similarly generated debate due to perceived racial undertones in its wordplay. Despite criticism, that ad reportedly boosted the retailer’s sales and garnered attention from conservative figures, including former President Donald Trump.
Sweeney herself has not issued a direct statement on the Novig advertisement but retweeted content highlighting other female athletes, including Serena Williams and Sue Bird, who have appeared nude in prominent sports media photo shoots. This response aligns with a broader conversation about the ways female athletes choose to present themselves and are perceived in the public sphere.
Some analysts see Sweeney's role in such campaigns as part of a broader pattern wherein brands leverage her image to generate controversy and subsequently attract attention. Katie Gatti Tassin, co-host of the podcast Diabolical Lies, noted that these marketing approaches tend to provoke predictable reactions across the political spectrum, which ultimately benefits the brands involved.
Sweeney’s political affiliations may play a role in the heightened scrutiny she receives. She is a registered Republican and her lingerie brand, Sym, is linked with Stagecoach, a conservative country music festival. According to Debono, this context complicates public responses to her work in a climate where cultural and political alignments influence interpretations of gender and sexuality in advertising.
The debate surrounding Sweeney’s Novig advertisement reflects ongoing tensions over the representation of women in sports and media, highlighting broader cultural disputes about empowerment, objectification, and the intersections of politics and marketing.