Sydney Sweeney Faces Backlash for Sexualized Novig Ad: “Exactly Why Women in Sports Aren’t Taken Seriously”

More than a year after her American Eagle ad controversy, Sydney Sweeney is facing backlash for another campaign: her sexualized promotion for sports trading app Novig.

The Euphoria actress partnered up with Novig on Wednesday to support the new platform, which launched last month. She not only starred in the ad but also joined Novig as a strategic partner and equity holder.

Novig’s “platform combines the mechanics of modern financial exchanges with a sports-first experience, creating a more efficient and transparent way for fans to trade on sports outcomes,” per a release. It’s also dubbed “the only prediction market to maintain a 21+ age requirement,” which the brand argues “[sets] a higher standard for responsible participation as the category continues to grow.” Related Stories THR + Sportico: Game Recognize Game Belmont Cameli and NHL Phenom Macklin Celebrini Talk 'Off Campus,' Olympic Heartbreak and Handling the Hype Lifestyle Sydney Sweeney Stars in Provocative Ad Campaign for Novig Sports Trading App

Some users are arguing Sweeney’s ad for the age-restricted platform could have used an R-rated rating as well. “I couldn’t believe when that ad came on the tv. I had my 2 children in the living room I had to yell at them to look away from the TV. I don’t understand WHY they would need to create such a [vulgar] ad,” a TikTok user commented on a post made by Marissa Womack, manager of game day promotions and programming for minor league baseball team the Harrisburg Senators.

Others took to Sweeney’s Instagram comments , including one user who called out Instagram’s inconsistencies with taking down potentially sexualized content. “Love how @instagram allows for stuff like this but the moment I post something in a bikini , the post is removed,” they wrote, while another added, “22.4 million views but not even 1 million likes… why? Because this is not what we want for our sports ads. ESPECIALLY when kids like and follow sports as well.”

Other descriptors for the ad in the Anyone But You star’s comments include “disgusting,” “pathetic,” “sad” and “inappropriate.”

The Hollywood Reporter reached out to reps for Novig and Sweeney for comment but did not hear back by the time of publication.

Womack explained her frustration with the ad in her TikTok video, calling out the representation of women in the sports industry. “This [criticism] isn’t about me being jealous or insecure of [Sweeney]. … it’s about the fact that this is already a male-dominated field where we are constantly having to prove why we belong. it’s about having passions and joy working in this industry and when the only representation is sexualization, you see less and less young women wanting to pursue this industry!”

The campaign, in Sweeney’s own words, “was about embracing a fun idea.” She added in a statement, “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”

The only “sports” that are featured in the ad, however, are different balls and uniforms placed provocatively on top of Sweeney’s mostly naked body.