Sydney Sweeney's 60-Second Novig Ad Triggers Backlash Over Sexualizing Women's Sport
Updated
Updated · Salon · Sep 16
Sydney Sweeney's 60-Second Novig Ad Triggers Backlash Over Sexualizing Women's Sport
3 articles · Updated · Salon · Sep 16
Summary
Released last week before the NFL’s 2026 opener, Sydney Sweeney’s Novig campaign drew immediate outrage and heavy press coverage for pairing a sexualized image with a peer-to-peer sports betting pitch.
In the 60-second spot, Sweeney appears nude under sports gear and says Novig is “just sports,” while rejecting bets on “wars, or deaths, and no politics” to market the platform as a cleaner gambling option.
Ariarne Titmus called the ad “a kick in the face” to women in sport, and gymnast Gracie Kramer posted her own training footage to contrast athletic achievement with the campaign’s presentation.
The backlash widened because critics say the ad reduces women’s sport to appearance and also promotes a fast-growing betting industry accused of targeting young, impressionable users.
That scrutiny is sharper because Sweeney is not just a paid face for the campaign but an equity holder in Novig, tying her brand more directly to the company’s strategy.