Sydney Sweeney, actress and equity holder in Novig, stars in a new ad campaign for the sports prediction app that features her nearly nude, covered only by strategically placed sports equipment. The ad, which launched on September 9, 2026, aims to capture attention with a bold concept focused on sports, mixing confidence and humor. However, instead of celebrating athleticism, this ad has sparked a significant backlash from female athletes who argue it diminishes women's achievements in sports by emphasizing appearance over skill.

Olympic gold medalist Ariane Titmus described the ad as “a kick in the face,” signaling how deeply offensive it is to women who have committed themselves to athletic excellence. Olympic track medalist Amy Hunt expressed concern that the campaign sends the wrong message to young girls, prioritizing physical looks rather than athletic ability, potentially deterring future female athletes. Many others, including American gymnast Gracie Kramer, have rallied on social media with images of women competing in sport to highlight what female athletes truly look like, challenging the ad’s portrayal.

This controversy illustrates a long-standing issue in sports marketing, where women have frequently been sexualized for commercial gain, even though the industry is slowly shifting to focus more on athletic prowess. For decades, female athletes have battled against media and commercial narratives that sexualize them rather than spotlight their sporting achievements. Although progress has been made as media coverage increasingly emphasizes women’s skills, the Sweeney-Novig ad has reignited debates about whether certain advertising tactics are regressive and harmful.

Despite its popularity with men—73.4% of male survey respondents said the ad made them more likely to use Novig—the campaign has alienated a substantial portion of female potential customers, with 32.8% saying it deterred them from the brand. This raises questions about how far brands are willing to go to appeal to core audiences at the expense of alienating others. Novig’s partners, including the New York Mets, who support women’s sports initiatives, have yet to comment on whether this campaign could impact their relationship. The episode underscores the delicate balance companies must strike between bold marketing and respecting evolving social values around female athletic representation.