An advertising campaign featuring American actress Sydney Sweeney for the sports betting platform Novig has sparked sharp global debate over the sexualization of female athletes, drawing fierce criticism from prominent sportswomen and mixed reactions from the public.
The Campaign and Public Reception on Times Square
The marketing campaign features Sydney Sweeney largely unclothed, covering herself only with sporting equipment such as a tennis racket or American footballs while repeating the phrase “Just sports.” The advertisements, deployed by the U.S.-based sports betting and prediction platform Novig, quickly drew heavy foot-traffic attention and polarized reactions on veloplošné obrazovky v centru New Yorku. Pedestrian Andre Wilson voiced frustration during a street interview with Reuters regarding the visibility of the ads to children on Times Square, stating that while sex sells, children should be respected. Conversely, New York resident Nikki described the promotional visuals as cute and defended Sweeney’s personal involvement, whereas Polish tourist Małgorzata Mika characterized the imagery as utilizing the female body primarily as bait.
Outcry from Professional Sportswomen
Beyond street-level reactions, the campaign provoked immediate condemnation from several elite female athletes across swimming, track and field, and combat sports. Four-time Olympic swimming champion Ariarne Titmus stated on Instagram that the promotional material felt like a slap in the face to every woman who dedicates her life to athletics, questioning why female sports continue to be marketed through the sexualization of the female body. Similarly, British sprinter and four-time European champion Amy Hunt delivered a pointed critique following the 200-meter final at the World Athletics Ultimate Championship in Budapest. Speaking to the BBC, Hunt highlighted the physical realities of female competition, noting that athletic achievement involves muscles, hard work, blood, sweat, tears, and biological factors rather than constant glamour. Additional criticism came from Australian swimmer Lani Pallister, American sprinter Bree Rizzo, and boxer Skye Nicolson, who emphasized that the opposition centers on marketing female sports through sex rather than an attack on personal appearance.
Sweeney’s Response and Broader Industry Context
Sydney Sweeney responded to the widespread backlash via Instagram by sharing covers of the special ESPN Body Issue featuring nude elite athletes from past editions, including Serena Williams, Megan Rapinoe, and Sue Bird. Beyond her role as the face of the campaign, Novig confirmed that Sweeney holds a strategic partnership and equity stake in the company. The controversy arrives amid broader sports industry efforts to curb the sexualization of female competitors, such as the European Broadcasting Union’s “Raising the Bar” guidelines designed to reduce sexist broadcasting angles and online harassment by eliminating intrusive camera focus during athletic events.
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