A sports prediction platform’s new advertising campaign featuring American actress Sydney Sweeney has drawn sharp criticism from female athletes who argue it sexualises women in sport.
The ad, produced for Novig, shows Sweeney largely unclothed, her body partially obscured by footballs and other sportswear. The image has prompted backlash on social media, with athletes describing it as disrespectful to women.
Four‑time Olympic gold medalist Ariarne Titmus posted on Instagram, saying she was “infuriated” by the ad and questioning why monetising a woman’s body remains common. British sprinter Amy Hunt, after finishing fourth in the 200‑metre race at the Ultimate Championship in Budapest, told the BBC that “Sydney Sweeney, this is what women in sport look like” and highlighted the hard work and physicality of female athletes.
Former U.S. gymnast Gracie Kramer called the campaign “infuriating” and noted the long history of female athletes being oversexualised. Chinese‑German rugby player Sofie Fella added that women in sport can serve as role models by breaking free from societal beauty norms, and that the ad disrespects athletes worldwide. Neither Novig nor Sweeney’s publicist has responded to requests for comment. Sweeney, who has appeared in high‑profile brand work before, recently posted covers from ESPN The Magazine’s Body Issue, a series that celebrates diverse athlete bodies.
