Sydney Sweeney is facing backlash from female athletes after appearing in a provocative advertisement for sports prediction platform Novig. The Sydney Sweeney’s Provocative Ad Sparks Outcry From Top Female Athletes: ‘I Can’t Describe How Infuriated I Feel’ first appeared on The Blast

Sydney Sweeney is facing a fresh wave of backlash from female athletes after appearing in a provocative advertisement for sports prediction platform Novig.

The actress appears largely nude in the commercial, using sports equipment to cover her body while promoting Novig’s sports-only market.

Sydney Sweeney has since defended the concept as a playful celebration of sports, while the controversy has also renewed discussion about celebrity involvement in prediction-market advertising.

The Provocative Novig Campaign Sparks Outrage

Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi

— Novig (@Novig) September 9, 2026

The controversy centers on a roughly one-minute Novig commercial in which Sweeney moves through different sports settings while using equipment such as footballs, tennis gear and basketball props to cover herself.

“So they wanted to show just sports,” she says, sitting topless on top of a basketball hoop. After saying “sports” nine times, she appears topless on a pool table and adds, “You can’t trade this; I just look good here.”

The campaign repeatedly emphasizes that Novig focuses on sports rather than politics, wars, or other events.

According to Yahoo Entertainment, the actress’s involvement goes beyond simply appearing in the advertisement.

She joined Novig as a strategic partner and equity holder, making her a direct business participant in the company behind the campaign.

The platform launched nationwide last month as a sports-focused prediction market, putting both the company and its celebrity partner under intense scrutiny.

Female Athletes Push Back Against Sydney Sweeney’s Nude Ad

Athletes responded quickly, not only condemning the advertisement but also using it to highlight the excellence in women’s sport.

The strongest criticism has come from women competing at the highest levels of sport. Olympic gymnast Gracie Kramer helped set off the response by posting footage of her own training alongside a pointed comparison to the advertisement.

She wrote, “Idk what Sydney Sweeney was doing, but this is what a woman in sports looks like.”

Other athletes quickly followed. Australian Olympic swimmer Ariarne Titmus described the campaign as deeply frustrating, saying she thought this type of “bullshi-t” was long gone from advertising.

“I can’t describe how infuriated I feel when I watch this,” the four-time Olympic gold medallist wrote on Instagram. “Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity”

“How do we live in a world where monetizing a woman’s body and sexualizing women’s sport is still a thing?” she continued.

• Sydney Sweeney’s “uncomfortable” reason for going nude in new ad.
• Sweeney faced backlash for baring more than ever in her ad campaign.
• She was warned about her Scooter Braun romance facing pressure over his kids.
• Sweeney was accused of using her underwear to take a jab at Taylor Swift.
• The actress’s snaps in boyshorts sparked calls for a Marvel role.
• The actress “deliberately” leans into sultry roles, experts claim.

More Athletes Blast The ‘Euphoria’ Actress

Water polo player Tilly Kearns and swimmer Lani Pallister also shared their reactions to Sweeney’s ad online.

“I absolutely f-cking hate Sydney Sweeney’s new sports ad,” Kearns wrote on Instagram, in response to the ad.

Lani Pallister, an Australian Olympic swimmer, also posted an Instagram video documenting her training regimen, races, and awards, seemingly taking inspiration from Kramer.

Track athletes and boxers joined the discussion, using images and videos of their own careers to emphasize the physical work behind professional sport.

The Guardian reported that the athletes’ central objection was not simply Sweeney’s appearance, but the way the advertisement connects a woman’s body with the idea of sports performance.

“There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport,'” world champion boxer Skye Nicolson wrote in an Instagram story. “There is nothing wrong with looking good and doing sport, and there’s nothing wrong with embracing your femininity while also being a badass athlete.”

Sydney Sweeney Seemingly Defends Her New Ad By Sharing Images Of Nude Athletes

Sweeney has not issued an official statement addressing every criticism, but her response has been visible through the campaign itself and her social-media activity.

As reported by The Blast, the actress pointed to examples of famous athletes who have previously posed for publications in revealing or nude photoshoots, including tennis legend Serena Williams.

The discussion has centered on whether female athletes can embrace sexuality without undermining their achievements.

Critics argue the context is different because Sweeney’s images market a prediction platform rather than document athletic performance.

Novig has also described the campaign as a way of presenting its sports-only identity with confidence and humor.

The company’s partnership with Sweeney means the actress remains closely connected to both the advertisement and the business, even as criticism has spread across social media.

Another Controversy Follows Her American Eagle Ad

The latest backlash comes after Sweeney faced a separate advertising controversy last year over her American Eagle campaign.

That promotion, built around the phrase “Sydney Sweeney Has Great Jeans,” became a political and cultural flashpoint, with critics arguing that its language carried troubling implications about genetics and beauty standards.

Sweeney later acknowledged that her decision to remain quiet about that controversy had allowed divisions around the campaign to grow.

Now, the new Novig criticism has revived some of the same questions about celebrity advertising, particularly when a star becomes closely identified with the message being sold.

As reported by Fortune, prediction-market companies are increasingly turning to major celebrities as they compete for attention and users.

Novig’s campaign arrived shortly after Polymarket used LeBron James and other major names in a football-season advertisement.

The Sydney Sweeney’s Provocative Ad Sparks Outcry From Top Female Athletes: ‘I Can’t Describe How Infuriated I Feel’ first appeared on The Blast