Female Athletes Criticize Sydney Sweeney's Sexualized Novig Ad Campaign

Actress Sydney Sweeney faces widespread internet backlash following her nearly nude promotional campaign for sports prediction app Novig, released in September 2026. While Novig defends the provocative Just Sports marketing as a deliberate choice, prominent female athletes have criticized the ads for reinforcing the sexualization of women in sports.

The Just Sports Campaign and Strategic Partnership

Sydney Sweeney has expanded her role with sports-focused trading platform Novig beyond a standard celebrity endorsement. Alongside starring in the company’s national promotional push, the Euphoria star has joined the platform as a strategic partner and equity holder, participating in creative development from the earliest stages.

The advertisement debuted on September 9, 2026, featuring Sweeney posing naked while strategically using athletic equipment—including items for football, basketball, hockey, tennis, soccer, and baseball—to maintain coverage. According to Novig co-founder and CEO Jacob Fortinsky, the platform combines modern financial exchange mechanics with a sports-first experience, maintaining a strict 21-and-over age requirement to set a higher standard for responsible participation.

Female Athletes Push Back Against Sexualized Imagery

The commercial quickly drew sharp criticism online, particularly from women working within the professional sports industry who argue that the campaign undermines hard-won progress in athletic representation. Competitors and Olympians voiced their frustrations across social media platforms regarding the decision to market a sports platform through near-nudity.

Olympic 100-meter semifinalist Bree Masters addressed the actress directly, stating, Respectfully Sydney Sweeney… This is what women in sports really look like.

Company Justification and Creator Intent

Novig stood by the campaign, explaining that the provocative imagery was an intentional strategy to separate the platform from competitors that mix sports betting with politics and celebrity gossip. In a press release, Novig noted that the platform aims to create a transparent trading environment for fans.

‘Euphoria’ Star Sydney Sweeney Appears to Address Novig Ad Backlash in an Unexpected Way – By Posting Images of Naked — Photo: comicbasics.com

Sweeney defended the creative direction in a published statement, emphasizing that the marketing choices were designed to generate attention and clarity.

“The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”

Sydney Sweeney, Strategic Partner and Equity Holder, Novig

Behind the scenes, Fortinsky revealed to Front Office Sports that Sweeney was initially drawn to Novig because she had grown uncomfortable with political and personal prediction markets—such as wagers regarding her own personal life—making the platform’s strict sports-only boundary an attractive partnership factor.

Subtle Social Media Response Amid Online Debate

Rather than issuing a lengthy text response to her critics, Sweeney appeared to address the ongoing discourse through a curated series of social media posts. On Sunday, September 13, 2026, she posted photos from her Novig campaign to her Instagram Stories alongside the caption It’s game dayy, according to Us Weekly.

Sydney Sweeney’s Novig Ad — Photo: hollywoodreporter.com

In subsequent slides, Sweeney shared clothes-free covers and images of prominent athletes from ESPN’s Body Issue, featuring figures such as Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Caroline Wozniacki, Myles Garrett, Rob Gronkowski, Karl-Anthony Towns, Jason Kelce, and members of the Philadelphia Eagles offensive line. While the actress did not explicitly state the reasoning behind sharing the athletic features, commentators noted the visual pivot toward celebrating athletic bodies.

A Pattern of High-Profile Advertising Controversies

The fierce debate over the Novig campaign follows a string of recent advertising backlashes involving the actress. Most notably, her viral 2025 American Eagle jeans campaign sparked intense online discussion over wordplay involving great jeans and great genes, which drew accusations of promoting eugenics and pushed the brand to release a clarifying statement.

Sydney Sweeney’s "Just Sports" Ad by NOVIG (Full Commercial) | #blux

As Novig’s national campaign continues to run across digital, social, and out-of-home placements throughout the football season, industry observers remain divided on whether the heavy controversy will drive long-term app growth or permanently overshadow the brand’s core sports-trading message.