Sydney Sweeney loses 200,000 Instagram followers as athletes slam ‘overt sexualisation’ in Novig sports ad

Sydney Sweeney, known for her role in the popular TV series Euphoria, has reportedly lost over 200,000 Instagram followers following a sports advertising campaign by prediction company Novig. The backlash stems from the campaign's portrayal of Sweeney in provocative, nearly nude images while engaging in various sporting activities, such as basketball and tennis.

Critics, including female athletes and public figures, argue that the campaign sexualizes women's bodies to sell a sports prediction product. Among the most vocal critics is Olympic champion swimmer Ariarne Titmus, who called the campaign a "kick in the face" to women in sport. Other athletes, such as American gymnast Gracie Kramer and British sprinter Amy Hunt, have also expressed their disapproval through visual responses and social media posts.

Sweeney, who has a financial stake in Novig, has not apologized for the campaign. Instead, she shared images from ESPN's Body Issue, suggesting that women in sport have posed nude before. However, critics argue that the context of the Novig campaign is different, as it uses Sweeney's body to sell a sports product rather than highlighting athletic achievement.

Despite the controversy, Sweeney's follower count remains high, though the exact impact of the campaign on her audience is unclear due to the limitations of follower-tracking services.