A recent advertising campaign for the sports betting app Novig, featuring actress Sydney Sweeney in a highly sexualized manner, has ignited widespread debate about the representation and treatment of women in sports. Sports broadcaster Samantha Johnson initially found the ad perplexing, noting the disconnect between Sweeney’s half-naked portrayal and the promotion of sports betting. This reaction aligns with data revealing that sports betting is overwhelmingly male-dominated, with men constituting about 69% of bettors and disproportionately representing high-risk gambling behavior. Novig’s CEO, Jacob Fortinsky, confirmed the aim of the ad was to generate controversy and capture attention as a strategy to break into a market dominated by FanDuel and DraftKings.

Sydney Sweeney’s involvement is more than an endorsement; she is a strategic partner and equity holder in Novig, a role she pursued herself. With sports betting approaching $125 billion globally in 2026, the campaign targeted wealthy and risk-tolerant male bettors rather than women. This approach highlights a broader cultural issue where spectacle and sexualization often overshadow the achievements of elite female athletes. The ad drew far more attention than the U-20 Women’s World Cup occurring simultaneously, spotlighting an "attention/respect gap" that undervalues female athleticism in favor of manufactured, often sexualized, visibility.

Fortinsky openly admitted the campaign was designed to provoke national conversation and maximize visibility rather than specifically persuade consumers. The ad went viral, achieving millions of views within hours, though it also triggered backlash with Sweeney losing over 200,000 Instagram followers shortly after its release. This approach reflects a marketing model where any attention, whether positive or negative, acts as currency, benefiting stakeholders like Sweeney who hold equity rather than just earning ordinary endorsement fees. This case exemplifies how image and controversy can be directly converted into business value in today’s media landscape.

Meanwhile, the conversation around the ad also revealed problematic dynamics in how women in sports are treated. Female athletes, broadcasters, and women working in sports often face dismissive or hostile reactions, as seen in both the ad backlash and an AI deepfake incident involving ESPN reporter Holly Rowe. Johnson emphasizes the misuse of the phrase "her body, her choice" as a shield against valid discomfort about sexualized marketing. Ultimately, this controversy underscores the slow and undervalued journey toward genuine respect and fair pay for women in sport, contrasting sharply with the rapid and lucrative manufacturing of attention through spectacle.