Female Athletes Slam Sydney Sweeney Ad for Sexualising Women in Sport

An advertising campaign featuring American actor Sydney Sweeney has sparked widespread backlash from female athletes, who say its sexualised portrayal of women undermines years of efforts to have female athletes recognised for their skills, strength and achievements.

The campaign for US sports prediction platform Novig, released on September 9, shows Sweeney wearing little or no clothing while using footballs, basketballs, a tennis racket, baseball and other sporting equipment to cover parts of her body. The ad ends with Sweeney topless on a pool table and has gone viral, attracting more than 22 million views in its first two days.

Four-time Olympic swimming gold medallist Ariarne Titmus criticised the campaign on Instagram, questioning why women's bodies continue to be used to attract attention and generate commercial value.

British sprinter Amy Hunt, speaking to the BBC after finishing fourth in the 200 metres at the Ultimate Championship in Budapest, directly addressed Sweeney.

“Sydney Sweeney, this is what women in sport look like,” Hunt said, pointing to the muscles, hard work, sweat and sacrifice behind elite competition.

Former US gymnast Gracie Kramer also called the advertisement infuriating, saying female athletes have spent years fighting against being reduced to their bodies. Olympic cyclist Sophie Capewell and several Australian athletes have also criticised the campaign.

The Australian Institute of Sport joined the conversation by sharing images celebrating female athletes and emphasising what women in sport actually represent. Other athletes, including Lani Pallister and Tilly Kearns, posted their own sporting achievements in response to the campaign.

Sweeney's involvement with Novig goes beyond a conventional endorsement. She reportedly helped develop the campaign and became an equity partner in the company. Novig CEO Jacob Fortinsky defended the concept, saying its provocative approach had succeeded in attracting attention.

Sweeney has not directly addressed the criticism. Instead, she shared images from ESPN's “Body Issue”, which featured athletes posing nude or semi-nude, apparently highlighting the history of celebrating athletic bodies.

The controversy comes after Sweeney faced another major advertising debate over her 2025 American Eagle “jeans” campaign.