Sydney Sweeney’s Novig Ad Sparks Fury Among Women Athletes Worldwide

Sydney Sweeney sports ad controversy: women athletes slam Novig campaign, questioning why female sports need glamour to sell.

The Sydney Sweeney sports ad controversy has ignited a fierce debate about how women’s sports are marketed, with Olympic champions and professional athletes openly criticizing the actress’s latest campaign. At the center of the storm is a question many female athletes have long wanted answered: why does promoting women’s sports so often mean relying on bodies rather than performance?

Actress Sydney Sweeney has found herself at the heart of this backlash after appearing in a new advertising campaign for American sports prediction company Novig. The campaign features Sweeney posed with equipment from various sports — including American football, tennis, baseball, and basketball — wearing minimal or no clothing. One widely circulated image shows her lying on a basketball, unclothed. Since the campaign’s release, women athletes both internationally and in India have voiced sharp objections, with many Indian sportswomen posting Instagram reels criticizing the campaign.

Why Are Women Athletes Angry About the Campaign?
Among the loudest critics of the Sydney Sweeney sports ad controversy is Australian surfer Felicity Palmateer. Speaking to CNN, she said the campaign could be damaging for young girls trying to connect with women’s sports. She expressed disbelief and deep frustration, noting how much ground women’s sports could lose in just a 42-second advertisement — something she called particularly harmful for young girls entering sport, for women already competing, and for women’s sports as a whole, which she felt were being portrayed in an overly sexualized way.

Palmateer echoed a long-standing demand from female athletes: recognition for what they can do, not how they look.

Olympic Swimmer Ariarne Titmus Reacts Strongly
Australian Olympic swimmer Ariarne Titmus also responded publicly, saying she initially wanted to avoid adding to the controversy but could not stay silent after watching the advertisement. She described being unable to put into words how angry it made her feel.

Referencing the years of dedication behind women’s athletic careers, Titmus called the ad a slap in the face to every woman who has devoted her life to improving her sport, and disrespectful to those who value sport for its true spirit — teamwork, friendship, dedication, excellence, and unity. She questioned why, even today, women’s bodies and appeal continue to be used to sell products and present women’s sports through a glamorized lens.

‘This Is What a Female Athlete Looks Like’
Australian swimmer Lani Pallister turned the controversy into a moment of visibility, sharing footage of her training, competitions, and medals, captioned to suggest that regardless of how sport looks to Sweeney, this is what it actually looks like. British sprinter Amy Hunt also addressed Sweeney directly. After finishing fourth in the 200m at the Ultimate Championship in athletics on Sunday, she told the BBC that this — referring to real athletic performance — is what a female athlete looks like.

Hunt pointed to winner Melissa Jefferson-Wooden’s 21.47-second run, describing it in terms of muscle, hard work, blood, sweat, and tears. She added that being a woman in sport isn’t always beautiful, glamorous, or aesthetically pleasing — and that’s the point.

Boxer Skye Nicolson Draws a Clear Distinction
World champion boxer Skye Nicolson also weighed in, clarifying that the issue isn’t how female athletes look, but how their bodies and attractiveness are being used to sell sport. She distinguished between looking attractive because of sport and being used to sell sport through sexualized imagery, calling the two fundamentally different things.

Nicolson maintained that playing sport and looking good aren’t contradictory, nor is embracing femininity while being a strong athlete. She argued the campaign trivializes women’s sports. Water polo silver medalist Tilly Kearns also publicly criticized the advertisement.

Social Media Response: ‘This Is Real Women’s Sport’
In response to the campaign, numerous female athletes shared videos of their training and competitions. Inspired by American gymnast Gracie Kramer’s “this is what a female athlete looks like” trend, athletes posted authentic glimpses of their sporting lives. Sprinter Bree Rizzo shared a video highlighting her career achievements, while the Australian Institute of Sport showcased behind-the-scenes work across archery, gymnastics, boxing, and softball. What began as backlash to the Sweeney campaign gradually became a platform for female athletes to showcase their sport, effort, and accomplishments.

Novig Also Under Scrutiny, Not Just Sweeney
Some on social media argue that criticism should target Novig, the company behind the campaign, rather than Sweeney herself. However, Sweeney’s role reportedly goes beyond acting in the ad — according to Novig, she is involved as a “strategic partner and equity holder” in the company. Critics say this makes her more than the face of the campaign; she has a business stake in it. The ad, posted on Novig’s Instagram reel, had been viewed more than 37 million times within four days, amplifying the controversy significantly.

Sweeney Responds With ESPN ‘Body Issue’ Photos
Rather than directly addressing the criticism, Sweeney shared photos from ESPN The Magazine’s well-known “Body Issue” on Sunday. That special edition, discontinued in 2019, had featured male and female athletes posed nude or semi-nude in connection with their bodies and athletic ability. Sweeney has not issued a detailed statement responding to the backlash. CNN has sought comment from her representatives and from Novig.

Not the First Controversy for Sweeney
This is not the first time Sweeney has faced backlash over an advertising campaign. In 2025, she was criticized over an American Eagle campaign that played on the words “jeans” and “genes,” which some connected to eugenics and white-supremacist ideas.

Sweeney initially did not respond publicly, but later told GQ in an interview that she was surprised by the reaction. Rather than apologizing, she said she wasn’t there to tell people what to think, adding that when she has something to say, people will hear it.

What Happens Next
The Novig campaign has drawn enormous attention while simultaneously reigniting a persistent question in women’s sports: how long will female athletes’ bodies remain the centerpiece of marketing, rather than their strength, effort, and achievements?

Frequently Asked Questions (FAQs)

Q1. What is the Sydney Sweeney sports ad controversy about?
Ans. It centers on a Novig advertising campaign featuring Sydney Sweeney posed with minimal clothing alongside sports equipment, which women athletes say sexualizes women’s sports rather than celebrating athletic performance.

Q2. Which athletes criticized the Sydney Sweeney ad?
Ans. Olympic swimmer Ariarne Titmus, surfer Felicity Palmateer, boxer Skye Nicolson, sprinter Amy Hunt, and water polo medalist Tilly Kearns are among those who publicly criticized the campaign.

Q3. What is Sydney Sweeney’s connection to Novig?
Ans. Beyond appearing in the ad, Sweeney is reportedly a strategic partner and equity holder in Novig, giving her a business stake in the campaign, not just a promotional role.

Q4. How did Sydney Sweeney respond to the backlash?
Ans. Sweeney has not issued a direct statement but shared photos from ESPN’s discontinued “Body Issue” series, without addressing the criticism head-on.

Q5. Has Sydney Sweeney faced similar controversy before?
Ans. Yes, in 2025 she faced criticism over an American Eagle campaign involving wordplay on “jeans” and “genes” that some linked to eugenics-related themes.

Conclusion
The Sydney Sweeney sports ad controversy has become more than a single advertising dispute — it has reopened a broader conversation about how women’s sports are marketed and valued. While the Novig campaign generated massive viewership, the collective response from athletes across swimming, boxing, surfing, and athletics suggests a growing demand for representation rooted in performance rather than appearance. As the debate continues, it may shape how brands approach women’s sports marketing going forward.

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