Sydney Sweeney ad sparks fury as female athletes hit back over sexualisation

After days of backlash from sports fans, Sydney Sweeney now faces criticism from professional female athletes who urge the actress to "do better." The ad, launched last week, features Sweeney in minimal clothing, covered by sports gear. Novig is a recent sports trading and betting application, and in the ad, Sweeney states, "Novig is just sports: No betting on wars or deaths and no politics, just you, your takes and sports."

British athlete Lucy Davis expressed her disgust on Instagram, stating, "It's 2026," and urging, "Stop sexualizing women in sport." She added, "We've got to always think about those young girls, always." Former Australian Olympic champion Ariarne Titmus admitted she "can't describe how infuriated I feel" watching the ad, calling it "a kick in the face to every woman who has dedicated her life to perfecting her craft."

American gymnast Gracie Kramer echoed the sentiment, writing, "It really is that deep." Athlete Amy Hunt, who set a personal best in the 200m final at the Ultimate Championship in Budapest, also condemned the ad, stating, "Sydney Sweeney, this is what women in sport look like." Sweeney has yet to respond publicly to the backlash but posted images from ESPN's Body Issue to her Instagram story alongside the ad. In a Novig statement, Sweeney described the campaign as a playful attempt to bring focus to sports.