A new advertisement featuring Sydney Sweeney has drawn sharp criticism from female Olympic athletes who say it objectifies women in sport rather than celebrating their athletic achievement.

The commercial, created for Novig, a U.S.-based sports prediction market where users trade on the outcomes of sporting events, shows Sweeney posing with sports equipment strategically covering her body while promoting the platform's "just sports" branding. 

Sweeney holds an equity stake in the company as a strategic partner. The ad spread quickly online, racking up tens of millions of views and drawing immediate reaction from Olympic athletes who felt it reduced women's sport to appearance rather than accomplishment.

Four-time Olympic swimming champion Ariarne Titmus delivered one of the sharpest responses. 

“I can’t describe how infuriated I feel when I  watch this,” said Titmus, as per Variety. “Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication,  excellence, unity. How do we live in a world where monetizing a woman’s  body and sexualizing women’s sport is still a thing?”

British sprinter Amy Hunt took her response straight to the camera during a post-race interview. After finishing fourth in the 200 meters at the Ultimate Championship in Budapest, Hunt addressed Sweeney directly, describing what women in sport actually look like.

'Sydney Sweeney, this is what women in sport look like: 21.4, muscles, hard work, blood, sweat, tears,' Hunt said, as per an Instagram post by metrosportuk.

The backlash reflects a long-running frustration in women's sports, where athletes have consistently pushed to be recognized for skill and performance rather than physical appearance. 

Critics argue that ads like Novig's lean on shock value and reinforce outdated stereotypes at a moment when women's sports are finally gaining real visibility, media investment, and cultural relevance. 

Sydney Sweeney’s Novig ad isn’t her first marketing controversy

This isn't the first time Sydney Sweeney has faced backlash over a marketing campaign.

Her American Eagle jeans ad last year sparked debate over its "jeans/genes" wordplay, as per RTE. It was where Sweeney referenced how genetics pass down traits like hair and eye color while promoting the brand's denim. 

Critics said it flirted with troubling ideas about genetics and appearance, with some even calling it eugenics-related, while others saw it as a harmless pun. Sweeney later said she was surprised by how intense the reaction got and made clear she was against hate and division.

The Novig ad drew a sharper, more specific response. For athletes who sacrifice everything physically to compete, the imagery felt dismissive of what their careers are actually built on.

Do you think this kind of backlash will change how brands approach sports marketing involving female athletes? 

Written by

Zaid Quraishi