A sports betting advertisement featuring actress Sydney Sweeney has drawn sharp criticism from Olympic and international female athletes who say it sexualizes women's sport and reduces female competitors to their physical appearance.
The campaign for Novig, a U.S. prediction market platform, depicts the 29-year-old actress—best known for roles in "Euphoria" and "The White Lotus"—in various states of undress while posing with sports equipment including American footballs, basketballs, hockey pads, tennis rackets, and baseballs covering minimal areas of her body. Sweeney is a strategic partner and equity holder in the company. The advertisement, which aired on American television, positions Novig as a sports-only alternative to markets that also offer contracts on politics, wars, and death.
The backlash from the female sporting community has been substantial and direct. Four-time Olympic gold medalist swimmer Ariarne Titmus expressed strong disapproval on Instagram, writing: "I can't describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who has dedicated her life to perfecting her sport, but to every woman who loves sport for what it truly is – teamwork, friendship, dedication, excellence, unity."
Titmus questioned the normalization of female objectification in sports marketing: "How is it possible that we live in a world where the commodification of the female body and the sexualization of women's sport continue to be normalized?"
British sprinter Amy Hunt delivered perhaps the most pointed response during a BBC interview on Sunday following her fourth-place finish in the 200 metres final at the inaugural World Athletics Ultimate Championship in Budapest. Running a season's best time of 22.10 seconds, Hunt directly addressed Sweeney and the advertisement in her post-race comments.
"Sydney Sweeney, this is what women in sport look like," Hunt said. "21.4 seconds, muscles, hard work, sweat, blood, tears. This is a beautiful evening." She elaborated on the contrast between the advertisement's portrayal and athletic reality: "When you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time."
Hunt, a four-time European champion, emphasized the physical and mental demands of competitive athletics as the true representation of women in sport. Her comments referenced the winning time of 21.4 seconds posted by Melissa Jefferson-Wooden in the same final.
Multiple female athletes have publicly condemned the campaign across social media, with critics describing it as inappropriate and unsuitable for children. Some have characterized the advertisement as a fundamental misrepresentation of women's athletic achievement and dedication.
According to Sweeney, the advertisement was intended to use a playful approach to draw attention to sports. The campaign comes roughly a year after Sweeney faced controversy over an American Eagle jeans advertisement. Sweeney has responded to the current backlash, though her specific comments addressing the criticism have not been fully detailed in available reports.