The controversy over Sydney Sweeney's latest endorsement deal has drawn another high-profile critic: Kelly Stafford, wife of Los Angeles Rams quarterback Matthew Stafford. The actress's provocative ad for Novig, a sports prediction market, has sparked outrage among female athletes and fans alike, and Stafford has now weighed in with a pointed social media post.
In the ad, Sweeney, known for her role in "Euphoria," appears covered only by footballs, tennis rackets, and other sports gear, a visual that many have slammed as sexualizing women's sports. The campaign has already drawn sharp rebukes from Olympic swimmer Ariarne Titmus and tennis star Priscilla Hon, who called it a step backward for female athletes.
Stafford, who has three daughters with Matthew, took to Instagram to share a video from influencer Daniel Hong, who warned about the message such ads send to young girls. "Seeing this whole Sydney Sweeney controversy just confirms what I already knew I have to teach my daughters, sooner than later," Hong said in the video. "My girls are going to grow up in a world where they're going to learn really quick that attention has value, especially for girls. Appearance can get you attention: likes, comments, followers, money, opportunities. All of that is very real. What I want them to understand is that attention and value are not the same thing."
Stafford amplified Hong's message with a simple but emphatic comment: "THIS THIS THIS THIS." Her reaction echoes the growing backlash against the ad, which many see as undermining the progress of women in sports.
Titmus, an Olympic gold medalist, expressed her fury on Instagram, writing, "I can't describe how infuriated I feel when I watch this. How do we live in a world where monetizing a woman's body and sexualizing women's sport is still a thing?" Her sentiments were echoed by Hon, who argued that sport should teach girls what their bodies can do, not how they look.
Novig CEO Jacob Fortinsky defended the campaign at a recent conference, insisting the company supports women's sports. "As a company, we're hugely supportive of women's sports," Fortinsky said. "We never intended to portray female sports. Sydney's an actress. We're a prediction market that is focused on sports, and that was the story she was communicating."
Sweeney, for her part, has stood by the ad, telling reporters she believed in Novig's vision and its founder. "I don't like to just put my face on something," she said. "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."
The debate has reignited conversations about the intersection of celebrity, sex appeal, and sports marketing. While some argue the ad is harmless, others see it as a troubling trend that reduces female athletes to objects. For Stafford, the message to her daughters is clear: true value lies beyond the surface.
As the backlash grows, it remains to be seen whether Novig will adjust its campaign or stand firm. For now, the controversy has put a spotlight on the delicate balance between marketing and respect in the sports world.
