Novig’s latest advertising campaign featuring actress Sydney Sweeney has sparked criticism from female athletes globally.
Last week, Novig, a rapidly growing prediction market company, launched new ads with the “Euphoria” star that cater to mature audiences. Featuring the actress using sports equipment instead of clothing, the ads promote Novig’s sports-focused prediction market. However, the emphasis on sex appeal isn’t sitting well with some female athletes.
At the World Athletics Ultimate Championship in Budapest, British track star Amy Hunt openly criticized Sweeney, declaring, “This is what women’s sport looks like!” Australian Olympic water polo player Tilly Kearns also expressed her disapproval of the ad on social media using strong language.
Gymnast Gracie Kramer, along with other American athletes, joined in the criticism on social media platforms like Instagram.
Sweeney Responds
Sweeney responded to the athletes’ criticisms of her scantily clad appearance in the Novig ads by sharing images of female athletes appearing nude on magazine covers on social media.
Since the images are graphic, they are not included here. They include Serena Williams, Sue Bird, and Megan Rapinoe posing nude for various magazine editions.
Other female athletes, like Rhonda Rousey and Naomi Osaka, have also been featured on the cover of the 2026 Sports Illustrated Swimsuit Issue.
Novig, valued at $500 million, has not publicly engaged in the social media debate. Reports indicate that Sweeney approached the company to star in the commercials and received compensation in the form of equity.
Sweeney’s Past Controversial Ads
This isn’t Sweeney’s first time starring in a controversial commercial. Her previous campaign for American Eagle generated buzz and sales uplift. She also announced a collaboration with the company for women’s jean shorts.
Author: Todd Shriber
Todd Shriber is a senior news reporter covering gaming financials, casino business, stocks, and mergers and acquisitions for Casino.org. Todd previously worked in financial markets and now specializes in analyzing ETFs for various publications and financial services firms.