Sydney Sweeney faces intense backlash across the sports world after appearing in a nearly nude promotional campaign for the sports prediction platform Novig, where she serves as a strategic partner and shareholder. In the campaign titled “Novig is Just Sports,” the American actress is shown smiling while covering her chest with two American footballs and utilizing other athletic gear as visual props. The campaign triggered swift condemnation from international female athletes who argue the imagery sexualizes women’s sports and undermines years of athletic hard work.
Athletes Criticize Sexualization in Sports Marketing
Prominent international athletes voiced immediate opposition to the Novig campaign, arguing that using minimal clothing to market sports platforms detracts from professional achievements. Australian swimmer and four-time Olympic gold medalist Ariarne Titmus questioned how society continues to monetize women’s bodies in sports contexts. British sprinter Amy Hunt, American former gymnast Gracie Kramer, and rugby player Sofie Fella also condemned the advertisements. Hunt emphasized that female athletes possess physiques forged through rigorous training rather than serving as visual objects. Meanwhile, other track athletes including Amy Hunt and Hannah Williams, alongside Australian water polo player Tilly Kearns, similarly criticized the campaign for representing a setback for women’s athletics.
Sweeney Responds with Editorial Precedents
In response to the growing wave of criticism, Sweeney shared imagery from past issues of ESPN The Magazine’s Body Issue on social media. Those historical editions featured prominent female athletes—including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki—posing without clothes to celebrate the athletic body as an instrument of performance. This defense highlighted a broader ongoing debate regarding the boundary between editorial art celebrating athleticism and commercial marketing utilizing physical appearance. Amid the ensuing controversy, it was reported that Sweeney lost more than 200,000 Instagram followers.
Kayla Simmons Defends the Actress
Not all public figures in the sports sphere joined the condemnation. Marshall University athlete and influencer Kayla Simmons defended Sweeney, arguing against women tearing down other women online. Simmons asserted that the gambling advertisement did not hinder female progress in sports and pointed out what she termed deep hypocrisy in trying to box women into narrow definitions of respectability. Rather than focusing on promotional imagery, Simmons urged critics to support female athletes by purchasing tickets and attending live games. She noted that society frequently diminishes a woman’s professional achievements the moment she utilizes her physical appeal for personal advantage.
Did you know? Sydney Sweeney holds an equity stake in Novig beyond her role as a campaign model, positioning her as both a corporate shareholder and strategic partner for the sports prediction platform.
Frequently Asked Questions
Why did Sydney Sweeney face criticism from athletes?
Several international athletes criticized Sweeney’s Novig advertisements for relying on minimal clothing and physical appeal, which they argued sexualizes women’s sports and obscures genuine athletic achievements.
How did Sydney Sweeney respond to the backlash?
Sweeney responded by sharing photos from ESPN’s Body Issue featuring prominent female athletes who previously posed without clothes to celebrate athletic performance.
What was Kayla Simmons’ position on the controversy?
Simmons defended Sweeney, stating that women should not police how others present themselves and encouraging critics to support female sports by attending live matches instead of engaging in online attacks.
What is Sydney Sweeney’s formal relationship with Novig?
Beyond starring in the campaign, Sweeney acts as a strategic partner and shareholder in the sports prediction platform.
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