Actress Sydney Sweeney stars in a controversial new ad for Novig, a sports prediction and trading platform, which features her scantily clad with only strategically placed sports gear. Since its debut on September 9, 2026, the campaign has sparked significant backlash from female athletes. Olympic swimmer Ariane Titmus described it as deeply offensive to women committed to their sports, while British track star Amy Hunt expressed concerns that such ads prioritize appearance over athletic skill and could discourage young women from engaging in sports.

The uproar surrounding the ad is part of a much longer fight against the sexualization of female athletes in sports media. Historically, women in sports have often been depicted in ways that emphasize their looks rather than their talents, with objectifying portrayals common in sports magazines and advertising. While recent studies indicate a positive shift towards recognizing women's athleticism, ads like Novig’s are seen by many as regressive, reigniting frustrations over the persistent focus on women’s physical appearance instead of their accomplishments.

Despite criticisms, data suggests that marketing efforts featuring scantily clad women may still attract a key male demographic. A survey by consumer research firm Zappi found that 73.4% of male gamblers were more inclined to choose Novig after seeing the ad, compared to only 42% of women, with nearly a third of female respondents saying the ad made them less likely to engage with the brand. Novig’s campaign thus appears effective in reaching men but risks alienating a growing female betting audience that represents roughly 26% of the market.

This strategy also carries potential business risks beyond immediate customer reactions. Similar to how the golf brand Good Good lost major retail and sponsorship deals after controversial ads, Novig’s approach could strain partnerships, such as its ongoing relationship with the New York Mets, an organization supportive of women in sports. As many female athletes and fans continue to push back, Novig faces the challenge of balancing its marketing objectives with broader social expectations around gender representation and respect for women’s athletic achievements.