American soccer icon, activist, and former star of the USWNT
A provocative Novig ad featuring Sydney Sweeney in minimal clothing has drawn strong criticism from female athletes and commentators. Novig’s equity partnership with Sweeney is aimed at boosting brand visibility ahead of football season, but observers warn the stunt risks credibility and backlash alongside growing interest in sports-prediction markets.
The Novig advertising campaign featuring Sydney Sweeney, showing her in minimal clothing while posing with sports gear, has prompted widespread criticism from athletes and commentators about the sexualisation of women in sport. The backlash has seen outspoken responses from figures like Amy Hunt, Ariarne Titmus and Gracie Kramer, while Sweeney defends the project and highlights other nude campaigns.
The Novig campaign featuring Sydney Sweeney has sparked a global debate on the sexualisation of women in sport. Athletes and regulators say the ad reduces female sports to appearance, while supporters frame it as a reflection of modern culture. The conversation spans Axios, The Guardian, The New York Times, The Independent and BBC Business.