Actress Sydney Sweeney, best known for her role in the HBO series Euphoria, is at the centre of a growing controversy after appearing mostly nude in a new advertisement for Novig, a sports‑prediction betting platform. The spot, which debuted online earlier this month, shows Sweeney mock‑playing a series of sports—swimming, tennis, and track—while scantily clad, a creative choice that has been condemned by a number of elite female athletes as a blatant sexualisation of women’s sport.
The ad and its reception
The 30‑second commercial, produced by a major advertising agency, was intended to promote Novig’s “trade‑like” betting experience, allowing users to place predictions on live sporting events. In the clip, Sweeney appears in a series of poses that mimic athletic movements, often with her body partially obscured by sports equipment or strategic camera angles. The campaign’s tagline, “Bet on the game you love,” is overlaid on the visuals, which have been described by Variety as “steamy” and “provocative.”
Athlete backlash
Within hours of the ad’s release, a chorus of Olympic athletes took to social media to voice their disapproval. Australian swimming champion Ariarne Titmus, a multiple‑gold medallist, called the commercial “a kick in the face for women’s sport,” according to The Guardian. British sprinter Amy Hunt, who qualified for the Tokyo Games, wrote that the ad reduces female athletes to “sex objects” and does not reflect the reality of women in sport, a sentiment echoed by several other Olympians featured in BBC coverage.
"This is what women in sport looks like," Hunt said, adding that the portrayal was "disrespectful and harmful."
Other athletes, including track star Emma Maria Hickey and pole‑vaulter Eliza McCartney, joined the criticism, arguing that the ad reinforces outdated stereotypes and distracts from the achievements of women athletes. The New York Times reported that the backlash has reignited a broader conversation about the representation of female sport figures in advertising, a debate that has intensified following similar controversies in recent years.
Sweeney’s response and the wider debate
Faced with mounting criticism, Sweeney broke her silence on Instagram, posting a statement she described as “poignant” and “thoughtful.” In the caption, she acknowledged the concerns, stating that she “never intended to diminish the hard work of women athletes” and that the campaign’s creative direction was decided by the brand’s marketing team. The actress also shared a series of artistic photographs of herself, framed as a personal reclaiming of the imagery, as reported by Yahoo Lifestyle Canada.
Defenders of the campaign argue that the ad seeks to empower women by celebrating the female form in a sporting context. Fox Sports published an opinion piece claiming the spot is “provocative, not infuriating,” and that it challenges traditional notions of femininity in sport. However, critics maintain that any empowerment narrative is undermined when the primary visual focus is the actress’s nudity rather than the athletes’ performance.
The controversy arrives at a time when betting firms are under increasing scrutiny for their marketing practices. In the United Kingdom, the Advertising Standards Authority has previously censured gambling ads for targeting vulnerable audiences. Industry analysts quoted by CNN suggest that brands may need to reevaluate how they balance attention‑grabbing tactics with social responsibility, especially when the subject matter intersects with gender equity in sport.
As the debate continues, the episode underscores the delicate line advertisers walk between creative expression and cultural sensitivity. While Novig has not issued a formal apology, the company’s spokesperson told the BBC that the ad “intends to celebrate sport in an inclusive way” and that they are “listening to the community’s feedback.” The conversation sparked by Sweeney’s ad is likely to influence future campaigns that aim to merge entertainment, sport, and commercial promotion.
