Sydney Sweeney’s Novig ad sparks athlete backlash
Sydney Sweeney’s new Novig sports campaign was designed to keep the focus on sports, but it quickly became a topic of debate beyond the advertising world. The September 2026 campaign has drawn attention for its playful imagery, celebrity partnership, and sports-only message.
Several female athletes have criticized how women and athletics are represented in the campaign, adding a new dimension to the conversation. As debate spreads across social media, the ad is fueling discussion about sports marketing, athletic achievement, and the line between provocative advertising and representation.
Sports equipment anchors the advertisement
The commercial places Sweeney alongside equipment associated with football, basketball, hockey, tennis, baseball, golf, and soccer. Sports gear is used throughout the video while she demonstrates or poses with different sporting items.
The advertisement repeatedly emphasizes Novig’s sports-only focus as Sweeney moves between different settings. The campaign also includes still images featuring equipment such as a baseball bat, hockey stick, tennis racket, and basketball.
Sweeney helped develop the campaign
Sweeney was not only the performer in the campaign, according to Novig and interviews about the project. She became an equity holder and strategic partner, creating a business relationship with the company behind the advertising.
Sweeney said she participated in the creative process and wanted involvement beyond appearing on camera. Novig also said she helped bring its “Just Sports” message to life through the campaign.
Novig focuses exclusively on sports prediction markets
Novig launched its nationwide sports-exclusive prediction market in August 2026. The platform offers prediction contracts tied to sports outcomes and markets itself around a “Just Sports” approach.
Novig requires users to be at least 21 years old. The company operates as a federally regulated prediction market under the Commodity Futures Trading Commission, distinguishing its sports-focused platform from prediction markets that also offer contracts tied to politics and other subjects.
The campaign quickly attracted online attention
The advertisement quickly attracted millions of views and widespread discussion across social media after its Sept. 9 release. Entertainment Weekly reported more than 3 million views on X within its first 12 hours, while later reports put the Instagram view count above 22 million.
News coverage expanded as athletes and sports organizations responded publicly to the campaign. A later analysis found that Novig’s social media mentions increased sharply after the advertisement debuted.
Female athletes respond to the campaign
Female athletes from several countries criticized the campaign’s presentation of women and sports. Their responses emphasized the training, competition, dedication, and achievements associated with women’s athletics.
Former UCLA gymnast Gracie Kramer was among the early athletes to respond, posting footage of herself competing. Australian athletes, including Bree Masters, Lani Pallister, and Tilly Kearns, also joined the response with posts highlighting women’s athletic achievement.
Ariarne Titmus raises concerns about representation
Four-time Olympic gold medalist Ariarne Titmus publicly criticized the advertisement after it appeared online. She called the campaign a “kick in the face” to women who dedicate themselves to sport and highlighted teamwork, friendship, dedication, excellence, and unity as qualities associated with athletics.
Titmus also criticized the monetization of women’s bodies and the sexualization of women’s sports in advertising. Her comments were widely reported as criticism of the campaign spread across social media.
Interesting fact: Sweeney’s 2025 American Eagle campaign also generated widespread online debate before the Novig campaign arrived in 2026.
Amy Hunt highlights elite athletic work
British sprinter Amy Hunt addressed the campaign after competing in the 200-meter final at the World Athletics Ultimate Championship in Budapest. She highlighted the physical work, training, and dedication behind elite women’s sprinting.
Hunt referenced Melissa Jefferson-Wooden’s winning 200-meter time of 21.47 seconds while discussing elite women’s sprinting. Her comments came as other athletes posted examples of their own training and competition.
A social media response trend takes shape
Gracie Kramer’s response helped inspire a wider social media response centered on showing what women’s sports look like in practice. Athletes posted videos featuring competition, training, medals, strength and conditioning, and other parts of their sporting careers.
Lani Pallister, Bree Masters, and other athletes joined the response with their own footage. The Australian Institute of Sport also shared content featuring women athletes as the backlash continued.
Sweeney shares images of past athlete features
After the criticism, Sweeney posted images from past ESPN Body Issue features involving Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki. The posts appeared on her Instagram Stories as athletes continued criticizing the Novig campaign.
The images showed professional athletes who had previously participated in ESPN’s Body Issue, a series known for featuring athletes in nude or semi-nude portraits focused on athletic bodies.
The campaign is scheduled for a national rollout
Novig launched its “Just Sports” campaign as a national advertising effort across digital, social media, online video, and out-of-home channels during football season. The company also planned additional creative work and activations for the fall.
The campaign extends beyond the initial advertisement as Novig seeks to build recognition for its sports-focused prediction market in the United States.
The response centers on women’s sports representation
The response has focused on how women are presented when sports and advertising overlap. Female athletes have emphasized athletic performance, preparation, teamwork, and achievement while criticizing the campaign’s imagery.
Novig and Sweeney have described the concept as playful and centered on sports, while critics have challenged how that message was delivered. The discussion remains active across social platforms and news coverage.
The internet is also asking, did Aryna Sabalenka go too far after losing the US Open final?
The campaign arrives during prediction market growth
Sweeney’s Novig campaign arrives as prediction markets increase their marketing efforts and compete for attention from U.S. sports audiences. Recent campaigns from companies in the sector have featured recognizable celebrities and athletes as prediction markets seek greater visibility around the sports calendar.
Novig’s sports-only positioning places it within a growing and competitive prediction-market sector. Sweeney’s involvement gives the company both a celebrity partner and an equity holder as it builds its national brand.
In other news, Michelle Obama faces fan backlash after singling out Coco Gauff at the US Open.
What do you think about Sydney Sweeney’s Novig sports ad? Like if you think the campaign went too far, and comment with your take.
This slideshow was made with AI assistance and human editing.
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