Sydney Sweeney Sports Betting Ad Draws Backlash From Women Athletes

General31 sourcesSep 16, 2026

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The Story

Actress Sydney Sweeney's new ad campaign for the peer-to-peer sports betting platform Novig has generated criticism, particularly from female athletes.

The ads, released last week before the NFL’s 2026 season, feature Sweeney in underwear with sports equipment covering her chest, stating the app focuses on just sports with no betting on wars or deaths and no politics. Olympic swimmer Ariarne Titmus questioned the monetising a woman’s body, while sprinter Amy Hunt asserted that women’s sports should highlight muscles, hard work, sweat, blood, tears.

The video has accumulated over 48 million views on Sweeney’s Instagram Reels and 1.3 million views on Novig’s YouTube channel. Sweeney is an equity holder and strategic partner in Novig. In a press release, she described the campaign as embracing a fun idea designed to cut through the noise and put the focus entirely on sports.

Jacob Fortinsky, CEO and co-founder of Novig, stated Sweeney's involvement helped convey the message in a way that’s impossible to ignore. Sweeney has not directly addressed the backlash. This campaign follows previous controversial ads for American Eagle, which drew accusations of promoting eugenics. Some commentators, including Editor-in-Chief Amber Duke, suggest that critics are focusing on the wrong thing regarding the ad. In response to the campaign, female athletes are sharing images to demonstrate what women in sport look like.

What they agree on

Actress Sydney Sweeney appears in new ads for the sports betting platform Novig, which feature her in minimal clothing with sports equipment.
The ad campaign has sparked widespread criticism, particularly from female athletes.
Female athletes like Olympic swimmer Ariarne Titmus and sprinter Amy Hunt have publicly condemned the ad's portrayal of women.
Sydney Sweeney is an equity holder and strategic partner in Novig and stated the campaign aims to focus on "just sports."
The ad has garnered tens of millions of views across Instagram Reels and YouTube.

Where they split

Salon frames the ad as a "bombshell act" that masks a career with "no endgame," focusing on Sweeney's career trajectory.
CNN and Hürriyet Daily News directly report on women athletes calling out or condemning the "sexualized" commercial.
The Daily Caller, in an opinion piece by Amber Duke, argues that Sweeney's critics are "mad about the wrong thing," shifting the focus of the debate.
The Globe and Mail provides details on the ad's content, including Sweeney's specific lines about "no betting on wars or deaths and no politics."