A recent advertising campaign featuring American actress Sydney Sweeney for sports betting company Novig has sparked widespread debate and drawn criticism from professional athletes and commentators. The campaign, released in September 2026, features Sweeney posing nude with various sporting equipment strategically placed to cover her body.

Sydney Sweeney, known for her role in the television series "Euphoria," also holds a financial stake in Novig. Supporters of the ad argue that it represents a form of empowerment, with Sweeney exercising control over her image and capitalizing on her celebrity for business success. She has previously engaged in unconventional marketing ventures, such as promoting a soap brand with a product purportedly made from her bathwater, and she has embraced provocative public appearances. Some commentators view these acts as savvy reappropriation of the male gaze, seeing Sweeney as a shrewd businesswoman who leverages her sexuality for financial gain.

However, the advert has drawn criticism on multiple fronts. A number of professional female athletes have spoken out against the campaign, viewing it as undermining the seriousness of women's sports. Four-time Australian Olympic swimmer Ariarne Titmus described the ad as "a kick in the face" to women dedicated to athletic excellence, while British sprinter Amy Hunt highlighted the broader issue of girls dropping out of sport due to a cultural emphasis on appearance over ability. Hunt emphasized the importance of encouraging young women to value their physical capabilities rather than their looks.

Critics also raise concerns about the product being advertised. Novig is an online gambling platform, and gambling is frequently linked to addiction and social harm. In the United Kingdom alone, approximately 1.4 million people are affected by problem gambling, with young men—a key demographic for online sports betting—among the most vulnerable. This has led some to argue that the ad irresponsibly targets a susceptible audience by pairing sexualized imagery with gambling promotion.

Further commentary contrasts Sweeney’s portrayal with the realities faced by actual female athletes. A social media response from former NCAA gymnast Gracie Kramer showcased images of women engaged in physically demanding sports rather than posed provocatively, emphasizing the distance between the ad’s messaging and the realities of athletic dedication. Another recent incident involving endurance athlete Joanna Wietrzyk, who completed a grueling competition despite losing control of her bowels, was cited to highlight the often unseen challenges female athletes face, grounded in grit rather than glamor.

Sweeney responded to the criticism on social media by sharing examples of professional athletes who have posed nude in editorial contexts, though the original message has since been removed. The debate around the Novig advert touches on broader cultural discussions about female empowerment, the portrayal of women in media, and the social responsibility of advertising, especially when promoting industries with significant public health implications.

The campaign has ignited a conversation about whether leveraging nudity and sexuality in marketing constitutes an expression of empowerment or contributes to harmful stereotypes and societal pressures, particularly regarding young women and sport. While some praise Sweeney’s autonomy and business acumen, others caution that the approach risks trivializing female athletic achievement and promoting a problematic association between female sexuality and commercial success.