Sydney Sweeney’s partnership with Novig faces criticism as viewers debate the use of sexualised imagery in sports advertising.
Sydney Sweeney’s latest sports campaign has sparked criticism, with viewers arguing that its provocative imagery has overshadowed the sporting message it was intended to promote.
The Euphoria star has partnered with sports trading app Novig as a strategic partner and equity holder. However, her first campaign for the platform has generated controversy over its heavily sexualised presentation.
The advertisement features Sweeney largely naked, using sports balls and uniforms to cover herself while promoting the platform, which is restricted to users aged 21 and over.
Viewers criticise Novig campaign
The campaign quickly attracted criticism online, with some viewers questioning the decision to use sexualised imagery to market a sports-related product.
One viewer said they were shocked when the advertisement appeared on television while their two children were in the room.
“I couldn’t believe when that ad came on the TV,” the viewer wrote, saying they had to tell their children to look away and questioning why the company needed to produce what they considered a vulgar advertisement.
Other users criticised the campaign, describing it as “disgusting”, “pathetic”, “sad” and “inappropriate”.
Concerns over women’s representation in sport
Sports promotions manager Marissa Womack said the criticism was not directed at Sweeney personally but reflected broader concerns about how women are represented within the sports industry.
She argued that sport remains a male-dominated field in which women often have to prove that they belong.
According to Womack, when female representation is primarily associated with sexualisation, fewer young women may feel encouraged to pursue careers in the sports industry.
The comments have added to a wider debate about the way women are portrayed in sports-related advertising and whether provocative marketing can undermine efforts to promote greater female participation.
Sweeney defends provocative campaign
Sweeney, however, has defended the campaign, describing it as playful and deliberately designed to attract attention.
“The concept is simple: cut through the noise and put the focus entirely on sports,” she said, describing the campaign as a combination of confidence, humour and a playful edge.
She also highlighted Novig’s approach to betting, noting that the platform does not allow wagers on wars, deaths or political events.
Campaign sparks wider advertising debate
The controversy has revived questions about the role of sexualised advertising in sports-related marketing and the balance between provocative campaigns and responsible representation.
The backlash also draws comparisons with criticism Sweeney faced over her American Eagle campaign in 2025, which similarly generated widespread discussion about the actress’s use of provocative imagery in advertising.
Despite the criticism, the Novig campaign has succeeded in generating significant attention for Sweeney’s latest business partnership.
The debate now extends beyond the advertisement itself, raising broader questions about how sports brands can attract audiences while representing women in ways that encourage wider participation in the industry.