Sydney Sweeney Faces Backlash Over Sports Betting Ad

Olympic athletes have publicly denounced a sports‑betting advertisement that features actress Sydney Sweeney in various states of undress while pretending to play several sports. The campaign, produced for U.S. sports prediction market Novig, shows Sweeney in minimal or no clothing as she mimics activities such as tennis, basketball and gymnastics. The ad has been criticized for trivializing women’s sport and for using a celebrity’s body to attract attention to a gambling product.

The backlash was led by Olympic champion swimmer Cate Titmus, who described the advert as a “kick in the face” to women’s athletics. Other athletes echoed her concerns, arguing that the imagery distracts from the skill, strength and beauty that female athletes bring to their disciplines. They called for greater responsibility from brands that seek to promote sports betting, urging that such campaigns should reflect the achievements of athletes rather than rely on sensationalist tactics.

In response to the criticism, Novig has not yet issued a statement. The incident highlights ongoing tensions between the sports industry and gambling sponsorships, as athletes and governing bodies push for clearer standards that respect the dignity and integrity of women’s sport.