Sydney Sweeney Sports Betting Ad Draws Criticism From Female Athletes

Actress Sydney Sweeney's advertisements for the sports betting company Novig have drawn widespread criticism from female athletes and broadcasters.

British sprinter Amy Hunt, a four-time European Championships gold medalist, stated in a televised interview, "Sydney Sweeney, this is what women’s sport looks like," describing women's sport as not pretty, not glamorous, and not sexy all the time. Australian Olympian swimmer Ariarne Titmus expressed fury, calling the campaign a kick in the face to every woman who has dedicated her life to perfecting her craft.

The Novig ad, which has garnered over 37 million Instagram hits in four days, features Sweeney appearing naked and posing with various sports equipment, including footballs, a basketball, a tennis ball, and a snooker ball. Sweeney, who is a Novig strategic partner and equity holder, stated the campaign aimed to cut through the noise and put the focus entirely on sports with confidence, humour and a playful edge.

The ad's tagline is "Novig is just sports," emphasizing "No betting on wars or deaths, and no politics." Scottish broadcaster Emma Dodds criticized the campaign as insulting and outdated, questioning its concept in 2026 given the growth of women's sports. Australian surfer Felicity Palmateer called the ad very damaging for young females in sport, stating, "We want to be valued for what we can do, not what we look like."

Retired U.S. gymnast Gracie Kramer described the ad as infuriating, noting female athletes have been oversexualized, reduced to their bodies, and forced to fight to be taken seriously. Boxer Skye Nicolson said the campaign made a mockery of female athletes. In response to the backlash, Sweeney posted photos from ESPN’s "Body Issue" on her social media, which featured male and female athletes posing nude or semi-nude.

Former Republic of Ireland international footballer Karen Duggan called the ad silly and outdated, but believes the public response has flipped the script in a positive way.