Sydney Sweeney's new sports betting ad has ignited a firestorm of criticism from female athletes who say it sets back women's sports. The 'Euphoria' star's racy campaign for the prediction market company Novig has drawn sharp rebukes from prominent athletes, including boxer Skye Nicholson and Australian Olympic swimmer Ariarne Titmus.
Nicholson took to social media to voice her frustration, accusing Sweeney of 'hurting' women's sports. 'Giving the ad campaign exactly what they wanted, but honestly these companies need to do better. Stop sexualising women in sport,' she wrote on Instagram, echoing a sentiment shared by many in the athletic community.
Titmus, a four-time Olympic gold medalist, was even more direct. 'I can't describe how infuriated I feel when I watch this,' she posted. '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?'
Professional surfer Felicity Palmateer also expressed disbelief, telling CNN, 'Just absolute utter disbelief, incredibly disappointing, like, how far you can put women's sports backwards in the space of a 42-second commercial.' She added, 'The ad is very damaging, especially for young females getting into sport, for females in sport, for females in general, just hypersexualized content. We want to be valued for what we can do, not what we look like.'
Meanwhile, Sweeney has defended her involvement, telling Complex, 'I don't like to just put my face on something. I really want to be able to get into the weeds of it with an amazing team. And I got to meet the Novig team. Jacob's incredible, and I believed in him as a founder.' Novig's CEO, Jacob Fortinsky, also stood by the ad, saying, 'Sydney is great at captivating audiences and being the center of attention. In some sense, it forces us into the national discourse.'
This controversy comes amid broader debates about the portrayal of women in sports. Recent incidents, such as the ejection of activists from an NWSL match, highlight ongoing tensions. Meanwhile, female sports journalists have faced their own battles, as seen in the backlash after a recent scandal involving a female reporter.
The Novig ad is part of a growing trend of celebrity endorsements in the sports betting space, but critics argue that sexualized marketing undermines the credibility of women's athletics. As Sweeney's bold campaign continues to make waves, the question remains: where is the line between provocative promotion and outright disrespect?
For now, the backlash shows no signs of slowing, with athletes and fans alike calling for more responsible advertising that celebrates female athleticism rather than objectifies it. As the debate rages on, one thing is clear: women in sports are demanding to be seen for their achievements, not their appearance.
