Sydney Sweeney Faces Athlete Backlash Over Nude Novig Sports Betting Ad

Sydney Sweeney, known for her roles in television and film, became the face of a new advertisement for Novig, a sports betting app. In the campaign, Sweeney posed nude, using sports equipment to cover herself. The ad aimed to draw attention to Novig, which is positioning itself as a major player in the sports betting market. Sweeney is not only the star of the campaign but is also reportedly an investor in Novig, blending her business interests with her public persona.

The ad was first released in early September 2026, with images and clips quickly circulating online. According to the Daily Mail, Sweeney's appearance in the ad was described as her 'raunchiest' yet, with the focus on her nudity and the use of sports props.

Within days, criticism began to mount. By September 13, a wave of prominent Australian Olympians and female athletes had publicly condemned the advertisement. ABC Australia reported that these athletes claimed the ad set back women's sports and undermined their seriousness. Many accused Sweeney and Novig of perpetuating stereotypes and sexualizing sporting women.

The backlash was not limited to Australia. International athletes, including British sprinter Amy Hunt, joined the criticism. The BBC noted that Hunt and others felt the ad misrepresented women in sport and detracted from their achievements. Sky Sports also highlighted Hunt's call for more accurate portrayals of female athletes in the media.

In response, Sweeney took to social media, sharing images of naked athletes and defending her decision to participate in the campaign. She expressed surprise at the intensity of the backlash and argued that nudity in sports imagery is not inherently degrading, referencing classic depictions of athletes. Despite her explanations, the controversy continued to grow, with global media and commentators weighing in on the implications for women in sport and advertising.

The situation remains highly charged. Sweeney's responses have not quelled criticism from athletes or commentators, and debate continues about the impact of the ad on the perception of women's sports. Many female athletes and public figures maintain that the campaign does harm, while some supporters argue it challenges outdated norms. As of mid-September 2026, no major sports organizations have issued formal statements, but the topic remains prominent in both sports and entertainment circles.

Observers are waiting to see if Novig or Sweeney will issue further clarifications or apologies, and whether sports governing bodies will formally respond. The ongoing debate may influence future sports advertising campaigns and the involvement of celebrities in controversial promotions.