Female Athletes Criticize Sydney Sweeney's Novig Ad

Actress Sydney Sweeney has ignited controversy with her latest advertisement for the sports prediction market platform Novig, released on September 9, 2026. The minute-long video features Sweeney promoting Novig, which distinguishes itself from competitors like Polymarket and Kalshi by focusing solely on sports predictions rather than "wars or deaths, and no politics." During the ad, Sweeney appears in various states of undress, using sports equipment such as basketballs and footballs to cover her body while repeatedly stating the word "sports." This marketing approach has drawn significant backlash from female athletes worldwide, who argue that the ad contributes to the sexualization of women within sports environments.

Beyond her role as a spokesperson, Sweeney has also become a strategic partner and equity holder in Novig, a fact announced on the same day as the ad's release. The video quickly gained traction across social media platforms including X, Threads, Instagram, and TikTok. While intended to reach a male audience interested in sports betting, the ad's content has resonated negatively with female athletes. Canadian alpine skier Cassidy Gray expressed her frustration on TikTok, stating that the ad's premise highlights a lack of understanding regarding why women in sports might be upset by such portrayals, suggesting it implies a feeling of not belonging in sports environments.

Other female athletes have utilized TikTok to voice their opposition through video edits. Paralympian long jump athlete Beatriz Haz shared a compilation of her athletic achievements, juxtaposed with the headline "Instead of watching Sydney Sweeney’s ad let’s watch actual women in sports." Haz's accompanying caption on TikTok conveyed her belief that Sweeney's advertisement is "setting women back so much," indicating a perceived regression in the portrayal and respect of female athletes. The criticism centers on the ad's visual presentation and its potential to reinforce harmful stereotypes, overshadowing the athletic achievements of women and reducing their presence in sports to sexualized imagery. This backlash underscores a broader ongoing discussion about gender representation and the objectification of female athletes in media and advertising.