Sydney Sweeney’s Novig sports betting ad criticised by Olympic athletes

Sydney Sweeney’s new NSFW sports betting ad has been criticised by some Olympic athletes.

READ MORE: Sydney Sweeney doesn’t get why you’re obsessed with her: “I’m just being me” The Euphoria star appeared in the new commercial for sports trading app Novig .

In the ad, Sydney is largely naked, with parts of her body concealed with sporting equipment.

Over the weekend, athletes took to social media to voice their concerns about the new advertisement, many of whom criticised the campaign as sexualising women’s sport.

British athlete Lucy Davis wrote: “I don’t know wtf Sydney Sweeney was doing, but it’s 2026…stop sexualising women in sport.” Olympic gold medal winner Ariadne Titmus also shared concerns, writing: “I can’t describe how infuriated I feel when I watch this.

“Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity.

How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?” proper champ. https://t.co/yZeCsYK4FA pic.twitter.com/FwvgdnMmQT — sallu’s child (@kohlimax1833) September 14, 2026 View this post on Instagram View this post on Instagram View this post on Instagram American gymnast Gracie Kramer wrote: “Idk what Sydney Sweeney was doing, but this is what a woman in sports looks like,” alongside a reel that has since had well over a million likes.

British sprinter Amy Hunt also addressed the controversy surrounding the advert after running in the 200m final at the Ultimate Championship in Budapest.

“Sydney Sweeney, this is what women in sport look like,” she told the BBC in a post race interview.

Referring to Melissa Jefferson-Wooden’s winning time of 21.47 seconds, Hunt added: “21.4.

Muscles.

Hard work, blood, sweat, tears.

When you’re a woman in sport, it’s not pretty.

It’s not glamorous.