Sydney Sweeney under fire from athletes for 'sexualizing women's sport' ad

Actress Sydney Sweeney is currently facing considerable criticism from numerous female athletes worldwide regarding a recent advertisement for the US sports prediction company Novig. The ad features Sweeney in minimal to no clothing, using sports equipment to strategically cover her body while she pretends to engage in various sports. Many athletes contend that the campaign sexualizes women's sports and undermines the dedication and skill of female competitors.

Olympic athletes, including retired Australian swimmer Ariarne Titmus and water polo silver medallist Tilly Kearns, have publicly expressed their outrage, calling the ad "hypersexualized" and a "kick in the face" to women in sports. They argue that such marketing trivializes their achievements and perpetuates harmful stereotypes about female athletes. World champion boxer Skye Nicolson also weighed in, distinguishing between looking "sexy" because of sport and using sex to sell "sport".

In response to the backlash, Sweeney posted a series of images on Instagram featuring prominent male and female athletes who have posed nude or semi-nude for magazine shoots, such as ESPN's "Body Issue". This is not Sweeney's first controversial advertisement, as her 2025 American Eagle campaign also drew criticism for its messaging.