Sydney Sweeney faces intense backlash from international athletes and sports figures over her naked sports betting campaign for Novig released on September 9, 2026. While critics accuse the actress of sexualizing women in athletics, outgoing Saturday Night Live star Chloe Fineman parodied the controversial advertisement on social media.
Athletes Condemn the Novig Campaign and Its Messaging
The campaign immediately drew backlash not only from the public but also from female athletes, many of whom called Sweeney out directly. Sweeney, 29, is facing intense backlash over her ad for Novig, a sports prediction market, in which she poses nude—covered only by the likes of basketball hoops and footballs—and pretends to play various games. Athletes worldwide have called out the messaging behind Sweeney’s ad, saying the clip both mocks and minimizes the real work, grit, and strength it takes to be a woman in sports.
SNL star mocks Sydney Sweeney’s controversial naked ad in
British Olympic runner Hannah Williams called it a disgrace for women in sports who are constantly trying to be respected in a male dominated field, while retired Australian Olympic swimmer Ariarne Titmus said she was infuriated by this bulls*** marketing. American gymnast Gracie Kramer kicked off the trend, posting a viral video of her performances and training. Idk what Sydney Sweeney was doing but this is what a woman in sports looks like, wrote Kramer in an Instagram video.
Multiple athletes followed suit, including track sprinter Bree Rizzo, championship boxer Skye Nicolson, runner Mary McCarthy, track star Amy Hunt, and Olympic swimmer Lani Pallister. In a video, Australian Olympic water polo player Tilly Kearns wrote, I absolutely fking hate Sydney Sweeney’s new sports ad. Like what are we doing … so much worse than I imagined too, she said in the caption. In a scathing statement, the Female Athlete Project, an online platform and community, said, We're not entirely sure if 'Novig' or Sydney Sweeney and her PR team have ever watched sports. But honestly, wow. It's incredible they could fit so much misogyny in 40 seconds.
Sport has long treated women’s bodies as commodities, the statement continued, And this objectification does nothing to support real women in sports.
Australian field hockey player and Olympian Jocelyn Bartram echoed this analysis. “There are so many different ways to get people’s attention rather than sexualising women’s sport once again. For another woman to bring female athletes down to such a level when we have fought so long to be recognised by our male counterparts and are still fighting to prove we belong everyday, just leaves me speechless,she wrote. Olympic weightlifting coach Danielle Bagacay added,
I hope whatever Sydney Sweeney is trying to portray will be overshadowed by other women speaking/posting against the brand campaign.”
SNL Star Mocks Sydney Sweeney’s Controversial Betting Ad With
Chloe Fineman Parodies the Ad After Leaving Saturday Night Live
A Saturday Night Live (SNL) alum soon capitalized on the situation, with Chloe Fineman posting a skit mocking Sweeney. In July 2026, Chloe Fineman announced she was leaving SNL after seven seasons, and she is set to appear as a series regular in Netflix’s upcoming thriller show, Myron Bolitar. In the meantime, she found the time to film and share a comedy video days after Sydney Sweeney’s Novig advertisement aired, and tagged her in it as well.
Yesterday I moved out of my dressing room at SNL, but I got to take my ‘Sydney Sweeneys,’ Fineman said in her September 12 video posted on Instagram, holding a prosthetic mold over her breasts. Wearing a pair of red shorts and a blonde wig to echo Sweeney’s hairstyle, Fineman then acts out a parody of the original video as various types of sports balls are thrown at her chest.
Sydney Sweeney loves sports, she says. Sports. Sports.
She repeats the word sports throughout the video, as Sweeney does in hers, copying the actress’ intonation. Many people think this ad is about sports, but it’s actually about tits, Fineman jokes. In another scene, she says, Caught it with my t**s.
Sydney Sweeney Hit With Furious Backlash from Stars Over
I don’t know, I got the boobs and I thought it would be funny, Fineman says at the end of the video, still in character. I know you’re probably uncomfortable, but I think they’re fun and cool. Fineman tagged Sweeney in the caption, writing: SPORTS 🏀🏀 @sydney_sweeney. (took home my ‘practice sweeneys’ @nbcsnl hope that’s ok). In 2024, SNL’s Bowen Yang claimed Sweeney begged the cast to make jokes about my boobs when she hosted the show that year. Fineman’s video has earned 85,000 likes and thousands of comments, with a majority cheering her on for the humorous video, with one commenter writing, This might be the best thing you’ve ever done.
Sweeney Defends the Concept While Responding via High-Profile Athletic Precedents
The 29-year-old actress joined Novig as a strategic partner and equity holder. In a statement, Sweeney explained that her campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports, she said. The campaign brings that idea to life with confidence, humor and a playful edge.
The The Housemaid star issued a subtle response to the backlash she is facing. On Sunday, she shared a series of Instagram Stories that highlighted female athletes who have posed nude in their careers. Sweeney posted nude campaigns of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caro.
