Sydney Sweeney has sparked an international outcry among elite female athletes following the release of a 58-second commercial for the sports betting platform Novig, in which the American actress appears mostly nude while holding various sports equipment. According to reports from major sporting and general news outlets, high-profile competitors across swimming, track and field, triathlon, and endurance running have criticized the campaign for sexualizing women’s sports and reducing decades of athletic achievement to a marketing gimmick.
Athletes React with Fury to the Novig Promotional Campaign
The advertisement began circulating across digital platforms on Friday, featuring Sydney Sweeney—who serves as an investor in Novig—posing nude or semi-nude alongside boxing gloves, tennis rackets, golf clubs, and sports balls. The promotional spot includes the slogan promoting bets on “just the sport.” In response, a wave of high-performing international athletes publicly condemned the framing, characterizing it as a major setback for gender equality in athletics.
Among the most vocal critics was Australian swimmer Ariarne Titmus. The quadruple Olympic champion posted her frustration on Instagram, calling the campaign an affront to women who dedicate their lives to perfecting their craft. Titmus emphasized that women value sport for teamwork, friendship, dedication, excellence, and unity, rather than the monetization of female bodies.
French triathlete Mathilde Tily described the commercial as “immonde” (filthy/vile) on social media, asserting that no amount of money should convince a woman to project that image while female competitors continue fighting for equal recognition and prize money. British sprinter and quadruple European champion Amy Hunt echoed those sentiments in the mixed zone after competing at the Ultimate championships in Budapest, directly challenging the campaign’s premise by declaring to reporters, “Sydney Sweeney, voilà à quoi ressemble le sport féminin!”
Global Condemnation from Track, Pool, and Trail
The backlash extended across multiple continents and disciplines as athletes used their own platforms to redefine the image of female athleticism. Australian swimmer Brianna Throssell, a gold medalist in the 4x100m relay at the Tokyo Olympic Games, published videos from various competition pools to showcase authentic athletic training. American sprinter and 200m Olympic champion Gabby Thomas amplified similar messages across her channels.
In Canada, ultramarathonrunner Stephanie Simpson posted a series of 12 action photographs on Instagram to contrast the commercial with the physical reality of women in endurance sports. While noting that Sweeney simply signed a standard contract, Simpson highlighted the broader cultural friction, pointing out that when such imagery defines sport on global screens, it undermines efforts to educate young girls about what true athletic participation looks like.
Financial Stakes and Brand Positioning
By securing high-profile investment and promotional backing from Sweeney—known globally for her roles in television and film projects such as Euphoria and The Housemaid—the company aimed for rapid visibility. The promotional video accumulated close to 900,000 views on Novig’s official YouTube channel within days of its launch, though the accompanying social media discourse quickly transformed from brand engagement into an intense debate over sports marketing ethics and the representation of women.
Next Steps and Public Response
Elite competitors have indicated they will continue using upcoming international events and digital channels to highlight authentic athletic achievements ahead of the next major global competition windows.
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