In a move that has ignited a firestorm within the athletic community, actress Sydney Sweeney launched a controversial advertising campaign for Novig, a sports prediction market regulated by the U.S. Commodity Futures Trading Commission. Sweeney is not merely a paid spokesperson for the brand—she is a strategic partner and equity holder. The campaign, titled “Just Sports,” features Sweeney in a state of near-undress, using sports equipment such as footballs, basketballs, and tennis rackets to cover her body while a voiceover repeatedly intones the word “sports.” The visual choice has drawn sharp criticism from athletes across various disciplines, who have taken to social media and press outlets to voice their disapproval, arguing that such imagery sexualises women’s sport and undermines the dignity and professionalism associated with elite athletic achievement.
The backlash centers on the perception that the advertisement trivializes athletic achievement by associating it with sexualized content. Athletes, who often serve as ambassadors for their respective sports, feel that their hard work and dedication are being overshadowed by a marketing strategy they view as inappropriate. Ariarne Titmus, an Australian four-time Olympic gold medal swimmer, called the ad “a kick in the face to every woman who has dedicated her life to perfecting her craft.” Felicity Palmateer, an Australian surfer, described it as “very damaging,” particularly for young girls interested in sports. Amy Hunt, a British sprinter, said in a BBC live interview, “This is what women in sport look like. 21.4 seconds. Muscles. Hard work, blood, sweat, tears.” American gymnast Gracie Kramer helped launch the “this is what a woman in sport looks like” response trend, and the Australian Institute of Sport (AIS) joined in by posting videos of female athletes with the caption “THIS is sport.”
Critics point out that while prediction markets and betting are legal industries in many jurisdictions, their promotion often skirts the line of ethical boundaries. The presence of a high-profile celebrity like Sweeney has amplified the controversy, drawing attention from media outlets and prompting broader discussions about the role of influencers in sports marketing. Some observers wonder if this campaign was intended to generate buzz at any cost, regardless of the potential reputational damage it might cause. Notably, Sweeney herself responded indirectly by posting photos of athletes from the ESPN Body Issue—including Serena Williams and Ronda Rousey—on her Instagram Stories, a move interpreted by some as a defense of her own artistic choices. Jacob Fortinsky, CEO of Novig, defended the campaign by emphasizing that the platform is 21+ only and that Sweeney “is great at captivating audiences.”
The debate extends beyond the immediate reaction to the ad itself. It touches on larger questions regarding the commercialization of sports and the responsibility of brands that partner with athletes. As the industry continues to evolve, the line between entertainment and exploitation remains a subject of intense scrutiny. For now, the conversation has shifted from the mechanics of prediction markets to the ethics of how those products are presented to the public.
Athletes involved in the discussion have called for greater transparency and accountability within the sports prediction and betting sector. They argue that if an industry wishes to engage with athletes, it must do so in a manner that respects their contributions and maintains the integrity of the games they play. The situation highlights the growing tension between corporate interests and the moral expectations of the sporting world. It also echoes Sweeney’s earlier 2025 American Eagle ad controversy, which was accused of using eugenics language—a background that has further fueled public scrutiny of her recent campaign.
As public opinion continues to form, the impact of this campaign may extend beyond the immediate headlines. It could influence future advertising strategies within the sports industry and set a precedent for how athletes are utilized in promotional contexts. For now, the focus remains on the strong condemnation from those who believe that the near-nude imagery used in the ad crosses a significant line.
