An advertising campaign featuring American actor Sydney Sweeney has triggered criticism from female athletes, who argue that the campaign portrays women in sports in a sexualized way rather than highlighting their athletic ability and achievements.
The advertisement was created for Novig, a sports prediction market platform. In the campaign, Sweeney appears with limited clothing while footballs and sports-related items are positioned to cover parts of her body.
The campaign quickly attracted criticism on social media, particularly from prominent female athletes who said the imagery reinforces outdated attitudes toward women and their bodies.
Australian Olympic swimming champion Ariarne Titmus was among those who publicly expressed her frustration. The four-time Olympic gold medalist questioned why the sexualization of women’s bodies remains a marketing strategy, particularly in a sports-related campaign.
British sprinter Amy Hunt also criticized the campaign. Speaking to the BBC after finishing fourth in the 200-meter event at the Ultimate Championship in Budapest, Hungary, Hunt directly contrasted the advertisement’s imagery with the physical reality of women’s athletics.
She emphasized that female athletes are defined by their strength, training, effort and the sacrifices required to compete at the highest level.
Former U.S. gymnast Gracie Kramer similarly argued that female athletes have long faced pressure to be judged by their appearance rather than their sporting accomplishments.
Kramer said women in gymnastics and other sports have repeatedly had to challenge stereotypes that focus attention on their bodies instead of their skills and achievements. She subsequently shared images of female athletes training alongside messages emphasizing athleticism.
Rugby player Sofie Fella, who has Chinese and German heritage, also joined the criticism. She said women competing in sports can provide an important example for younger girls by challenging conventional expectations surrounding beauty and femininity.
The controversy has placed renewed attention on the way women’s bodies are represented in sports advertising and entertainment. Critics say campaigns centered on sexualized imagery can undermine efforts to promote female athletes primarily for their performance and accomplishments.
Novig had not publicly responded to requests for comment at the time of publication. A representative for Sweeney also did not immediately provide a statement.
Amid the criticism, Sweeney appeared to reference the broader discussion by sharing several covers from ESPN The Magazine’s “Body Issue” on social media. The annual feature has historically showcased athletes posing nude or semi-nude as part of an exploration of athletic bodies and physical diversity.
Sweeney is a two-time Emmy nominee and has expanded her career beyond acting into producing. She starred in and produced Christy, a biographical film about American professional boxer Christy Martin, released in 2025.
The debate surrounding the Novig campaign continues to raise questions about how women’s bodies should be portrayed in sports marketing and whether such advertising helps celebrate female athletes or reinforces the very stereotypes they have spent years challenging.
