Sydney Sweeney Defends Sports Betting Ad with New Campaign Amid Backlash

Actress Sydney Sweeney is continuing her promotional campaign for the sports betting platform Novig, releasing a new advertisement that features her nearly undressed and strategically covering herself with footballs. The ad, posted on Instagram, comes weeks after her initial Novig commercial sparked considerable backlash from female athletes and critics who accused the brand of sexualizing women in sports.

In the latest ad, Sweeney is seen in white Novig underwear, with her dialogue referencing men creating spreadsheets to bet on her attire. She humorously questions, "I mean, I’m flattered?" before concluding that Novig is "just sports."

The initial campaign, which featured Sweeney almost nude and posing with sports equipment, drew sharp criticism. Olympic swimmer Ariarne Titmus described it as a "kick in the face" to women dedicated to their athletic careers. Gymnast Gracie Kramer argued that the ad marketed women’s sports through a "male gaze," while British sprinter Amy Hunt stated it presented an inaccurate portrayal of female athletes.

Following the initial outcry, Sweeney appeared to address the criticism by sharing images of notable female athletes, including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki, who had previously posed nude for ESPN’s Body Issue. This move suggested a defense of women's agency in choosing how to present themselves.

Novig defended its original advertisement, characterizing it as a "fun idea" developed with "confidence, humor and a playful edge." Adrienne Uthe, founder of Kronus Communications, commented that Sweeney's choices about her image are her own and that the ad is not damaging to her career. Uthe also noted that Sweeney has incorporated sexuality into her brand, "for better or for worse."

This is not the first time Sweeney has been at the center of an advertising controversy. In 2025, an American Eagle campaign, "Sydney Sweeney Has Great Jeans," faced accusations of carrying racial undertones and even being labeled "Nazi propaganda" due to wordplay in its promotional video.

Despite the criticisms, Sweeney’s latest ad has garnered support from some fans who have praised her continued stance. The actress has previously faced scrutiny for the provocative nature of some of her on-screen roles, including in the series "Euphoria."