Sydney Sweeney's new advertising campaign for sports prediction platform Novig has sparked criticism from a number of high-profile female athletes. Critics argue the ad sexualizes women in sports and undermines efforts to have female athletes recognized for their achievements rather than their appearance. Athletes including swimmer Ariarne Titmus, sprinter Amy Hunt, gymnast Gracie Kramer, water poloist Matilda "Tilly" Kearns and rugby player Sofie Fella have publicly spoken out against the campaign.
Sweeney, meanwhile, seemingly defended the partnership on social media, highlighting examples of athletes who have previously posed for ESPN's Body Issue. Michael Lewis, Professor of Marketing at Emory University whose work focuses on sports analytics and sports marketing, explains to Newsweek why the campaign has generated such a strong reaction. "Sweeney’s style is contrary to the dominant cultural narratives.
She’s a throwback to the 1990s and the old world of sex sells. When she goes out there, the reaction is like a reflex." Newsweek is awaiting responses after reaching out to Sweeney's representative and Novig via email for comment on Tuesday. The Novig campaign features Sweeney appearing with little or no clothing while using sports equipment to cover parts of her body.
Throughout the commercial, she emphasizes the company's "just sports" message, distinguishing it from platforms that allow betting on politics or other non-sports topics. Novig co-founder Jacob Fortinsky said Sweeney is more than a spokesperson and has become a strategic partner and equity holder in the company. "Sydney is great at captivating audiences and being the center of attention.
In some sense, it forces us into the national discourse.” Sweeney has also said she was involved in creative discussions behind the campaign. In an interview with Complex published earlier this month, the Euphoria actress shared: “Because I've been a part of the creative conversations from the very beginning, I had built an amazing relationship with everyone involved, and I was really excited to get to set.” Among the most prominent critics is Australian swimming star Titmus, a four-time Olympic gold medalist. Titmus said she was "infuriated" by the advertisement, arguing that it monetizes women's bodies and sends the wrong message about women's sports.
Per ESPN, she described it as a setback for athletes who have dedicated their lives to their craft. The British sprinter delivered one of the most widely shared responses after competing at the Ultimate Championship in Budapest. Looking directly into a BBC camera, Hunt said: "Sydney Sweeney, this is what women in sport look like.
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