The sports‑prediction platform Novig’s latest ad featuring American actress Sydney Sweeney has sparked outrage among female athletes worldwide, who accuse it of sexualising women in sports. Critics argue the imagery undermines the professionalism and hard work of female athletes.

  • Sydney Sweeney appears in a near‑nude pose in Novig’s ad.
  • Top athletes from the U.S., U.K., China, and Australia have publicly condemned the campaign.
  • Novig’s CEO stands by the ad, citing age restrictions for users.

The sports‑prediction platform Novig launched a controversial campaign featuring American actress Sydney Sweeney, who appears in a near‑nude pose strategically covered by footballs and other sporting apparel. The imagery has prompted a wave of backlash from female athletes across the globe, who accuse the ad of sexualising women in sports.

Olympic gold‑medalist Ariarne Titmus tweeted, “I can’t describe how infuriated I feel when I watch this. How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?” British sprinter Amy Hunt, former U.S. gymnast Gracie Kramer, and Chinese‑German rugby player Sofie Fella joined the chorus of criticism, highlighting how the ad diminishes the hard work, sweat, and dedication of female athletes.

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Other vocal critics include British cyclist Sophie Capewell, Welsh rugby player Lisa Neumann, English rugby player Ellie Boatman, and Australian water‑polo player Tilly Kearns. PR consultant Mark Borkowski described the ad as “cynical soft porn” and noted that the controversy could ultimately boost Novig’s reach, but warned it could also harm the brand’s long‑term reputation.

Why This Matters

BozokMedia analysis shows that while controversy can increase brand visibility, it also risks alienating key audiences—in this case, the very athletes the platform aims to serve. The debate underscores the importance of aligning marketing strategies with the values and expectations of target demographics.

“Understanding public sentiment and marketing with sensitivity is essential in today’s digital age,” says marketing expert Dr. Riya Singh.

Novig’s CEO, Jacob Fortinsky, defended the ad, emphasizing the platform’s 21‑plus age restriction and asserting that Sweeney’s involvement added star power and helped shape the brand message. A spokesperson for Sweeney did not immediately respond to AP’s request for comment.

Did You Know? Sweeney previously sparked controversy with her 2025 American Eagle campaign, which played on the homophones “jeans” and “genes.”

Frequently Asked Questions

Q1: Is the Novig platform restricted to users aged 21 and older?
A1: Yes, Novig has explicitly limited its services to users who are 21 years old or older.

Q2: What role did Sydney Sweeney play in the ad?
A2: Sweeney was the central figure in the campaign and helped develop the brand’s messaging through an equity partnership with Novig.