Sydney Sweeney is facing a wave of criticism from the international sporting community following the launch of a provocative new advertising campaign for the sports prediction platform Novig. The American actress, known for her roles in Euphoria and Anyone But You, has been accused by high-profile athletes of undermining the progress of women in professional sports.
The campaign, titled “Just Sports,” was launched on 9 September 2026. It features Sweeney posing in various states of undress while holding athletic equipment, including tennis rackets, footballs, and basketballs.
The imagery has sparked a strong reaction from elite competitors. Ariarne Titmus, the four-time Olympic gold medallist from Australia, described the advertisements as a “kick in the face to every woman who has dedicated her life to perfecting her craft.” Critics argue that the campaign leans on sexualised stereotypes rather than celebrating athletic achievement, a sentiment echoed across social media by fans and sports commentators alike.
However, the partnership between Sweeney and Novig extends beyond a traditional modelling contract. Sweeney is a confirmed equity partner and strategic investor in the peer-to-peer sports prediction market. According to statements from Novig, the actress was an active creative collaborator who helped shape the direction of the “Just Sports” series.
Sweeney addressed the burgeoning controversy. Taking to Instagram, she shared a series of images from ESPN’s “Body Issue,” a long-running editorial feature that showcases elite athletes—including tennis legend Serena Williams and NFL star Myles Garrett—posing nude to celebrate the human form in motion. The move was widely interpreted as a defence of her campaign, suggesting a parallel between her advertisements and established sports photography.
While some fans have defended the campaign as a playful take on sports culture, the backlash highlights ongoing tensions regarding how female athletes and sports-adjacent media are portrayed. As noted in this report, the controversy has reignited debates over whether such marketing helps or hinders the visibility of women’s professional leagues.
Novig has not indicated any plans to withdraw the advertisements despite the vocal opposition from several Olympic-level athletes. The platform continues to operate as a prediction market where users can trade on the outcomes of sporting events.