Female Athletes Criticize Sydney Sweeney's Sports Betting Campaign Over Sexualization Of Women In Sports

A promotional campaign for sports betting platform Novig starring actress Sydney Sweeney has drawn widespread criticism from prominent female athletes, including Olympic champions, who argue that the campaign demeans and sexualizes women in sports.

The viral advertisement features the 29-year-old Euphoria actress posing nearly nude while concealing herself using various items of sports gear, such as basketball hoops, tennis rackets, and footballs.

Following the release of the campaign, female competitors across track and field, gymnastics, swimming, and combat sports voiced their frustration over the focus being directed toward physical appearance over athletic capability.

British sprinter Amy Hunt called out the campaign directly during a post-race interview with BBC Sport after running a season-best time of 22.10 seconds in the 200m final at the Ultimate Championship in Budapest:

"Sydney Sweeney, this is what women in sport look like," Hunt said in her post-race interview with BBC Sport. "21.4. Muscles. Hard work, blood, sweat, tears. This is a beautiful evening."

The online response gained momentum after American gymnast Gracie Kramer shared a training video alongside a caption that sparked a wider social media trend among athletes:

"Idk [I don't know] what Sydney Sweeney was doing, but this is what a woman in sports looks like."

Australian swimmer and four-time Olympic champion Ariarne Titmus shared her reaction to the campaign on Instagram:

"I can't describe how infuriated I feel when I watch this. 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. How do we live in a world where monetising a woman's body and sexualising women's sport is still a thing?"

Other competitors also shared their thoughts on social media platforms regarding the distinction between athleticism and sexualized advertising. 

Australian World champion boxer Skye Nicolson wrote on Instagram:

"There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'," she wrote in an Instagram story. "There is nothing wrong with looking good and doing sport and there's nothing wrong with embracing your femininity while also being a badass athlete."

UK athlete Lucy Davis also weighed in on the trend online:

"I don't know wtf Sydney Sweeney was doing, but it's 2026. Stop sexualizing women in sport."

Additional athletes who joined the online response or shared their personal journeys in sports included Australian sprinter Bree Rizzo, Australian water polo Olympian Tilly Kearns, Olympic champion cyclist Sophie Capewell MBE, and rugby players Lisa Neumann and Ellie Boatman.

While Sweeney and Novig have not issued formal official statements in response to the criticism, the actress appeared to address the ongoing debate through her social media channels.

Sweeney posted a series of images on her Instagram Stories showing various famous professional athletes who have previously posed nude or in minimal clothing for publications such as ESPN's Body Issue. The photos featured high-profile female athletes like Serena Williams, Ronda Rousey, and Megan Rapinoe, alongside male sports figures including Karl-Anthony Towns and Myles Garrett.

The reaction to the Novig promotion follows prior scrutiny surrounding another of Sweeney's brand campaigns for American Eagle, which faced public debate over its slogan play on words regarding genetics and clothing traits.