In September 2026, Sydney Sweeney starred in a viral and highly controversial ad campaign for Novig, a sports prediction market and trading platform.
Details of the Commercial:Concept: Promoting Novig’s “Just Sports” platform—where users bet purely on sports rather than politics or pop culture—the commercial features Sweeney wearing minimal to no clothing while strategically using sports equipment (such as footballs, basketballs, hockey pads, and tennis racquets) to cover her body.
Female Athletes’ Response: Olympic swimmers Ariarne Titmus and Lani Pallister, British sprinter Amy Hunt, and former gymnast Gracie Kramer publicly slammed the ad, arguing that it objectified the female body and sexualized women’s sports at a time when female athletes are fighting to be recognized for their skill, hard work, and athletic achievement rather than their appearance.
Social Media Trend: In response, numerous female athletes posted videos and photos of themselves training and competing with captions such as “This is what a woman in sports actually looks like”.
Sydney Sweeney’s new Novig campaign has the internet divided. The “Just Sports” ad—where she poses behind sports gear while repeating “sports”—hit 20M+ views