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Female athletes have criticised a controversial advertising campaign featuring actress Sydney Sweeney posing with sports equipment while naked or minimally clothed, arguing that the imagery reinforces harmful stereotypes about women in sport.
The campaign was released by Novig, a United States-based sports prediction market, and includes photographs and videos of Sweeney holding American footballs, a tennis racket and a baseball bat. In one image, she appears lying naked on top of a basketball.
Novig also shared a video on Instagram that reportedly attracted millions of views within days. However, the campaign quickly drew criticism from athletes who accused the company of reducing women's participation in sport to appearance and sexuality.
Australian surfer Felicity Palmateer described the campaign as deeply disappointing and damaging, particularly for young girls considering a future in sport. She argued that women should be recognised for their skills, discipline and achievements rather than their physical appearance.
Palmateer said the campaign risked undermining progress made by female athletes and sending the wrong message to girls who look to sport as a space for teamwork, dedication and excellence.
Australian Olympic swimmer Ariarne Titmus also expressed anger over the advertisement. Although she initially said she did not want to give the campaign additional attention, she later criticised it publicly, describing it as an insult to women who dedicate their lives to mastering their professions.
Other athletes responded by highlighting what sport looks like from their perspective. Australian swimmer Lani Pallister posted a compilation of herself training and competing, accompanied by a message contrasting the realities of athletic preparation with the imagery used in the advertisement.
Australian boxer Skye Nicholson also shared a response, accusing companies of continuing to sexualise women in sport and calling for more responsible advertising.
The criticism comes amid broader debates about the representation of women in media, advertising and athletics. Female athletes have increasingly called for greater recognition of their performance, strength and professionalism, while challenging campaigns that prioritise sexual appeal over sporting ability.
Sweeney appeared to respond to the backlash by sharing photographs from ESPN The Magazine's Body Issue, a publication historically known for featuring athletes in nude or semi-nude portraits. The annual edition, which ran for 11 years, presented its subjects in the context of athletic achievement and physical performance.
The latest controversy is not the first advertising dispute involving Sweeney. In 2025, a campaign for clothing brand American Eagle also attracted criticism over claims that its messaging promoted troubling ideas about genetics and identity. Sweeney later said she was surprised by the reaction but maintained that she would speak publicly when she felt an issue required her attention.
The Novig campaign has reignited questions about how women are portrayed in commercial sports culture and whether advertisers are doing enough to promote respect, equality and genuine representation.
