Actress Sydney Sweeney partnered with Novig, a sports prediction market platform that launched last month, to promote the age-restricted service through a new advertising campaign that debuted on Wednesday. In her role with the company, Sweeney serves as both strategic partner and equity holder.
The advertisement has drawn significant backlash from social media users and industry professionals who contend the campaign’s sexualized imagery is inappropriate and counterproductive for women working in sports. Critics noted the ad features sports equipment positioned provocatively on the actress’s body, with some viewers reporting they had to redirect their children’s attention away from television broadcasts. Commentary on social media platforms included complaints about the ad’s explicit nature, inconsistency with content moderation policies, and messaging that conflicts with the company’s stated mission to focus on sports.
Marissa Womack, a game day promotions manager for a minor league baseball team, articulated concerns that such advertising reinforces barriers for women seeking careers in sports. She characterized the campaign as exemplifying a pattern where female representation in the industry centers on sexualization rather than substantive contribution, potentially discouraging young women from pursuing careers in the field.
Sweeney framed the campaign concept as one designed to “embrace a fun idea” and stated the effort aimed to “cut through the noise and put the focus entirely on sports.” Neither Novig nor Sweeney’s representatives responded to requests for comment. The backlash marks the second consecutive year of controversy surrounding Sweeney’s advertising work, following widespread criticism of a 2025 American Eagle jeans advertisement that drew accusations related to its messaging.
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