On Wednesday, September 9, 2026, US sports-prediction market Novig launched a controversial advertising campaign featuring actress Sydney Sweeney. According to various news reports, female athletes reacted with anger towards what they considered a “hyper-sexualized” ad campaign featuring a nude- or minimally-dressed Sydney Sweeney posing with sports equipment.

Australian surfer Felicity Palmateer told CNN during an interview the Monday after the launch, that the campaign is “very damaging” for female athletes and young girls looking to get involved with sports. Australian four-time Olympic swimmer Ariarne Titmus added on her Instagram “I can’t describe how infuriated I feel when I watch this.”

Australian swimmer Lani Pallister also spoke out, posting a compilation video of her competing, with an overlay that reads “Don’t know what Sydney thinks sport looks like, but THIS is what sport looks like.”

Fellow Australian, boxer Skye Nicholson, posted a similar video in response to the ad, saying “Giving the ad campaign exactly what they wanted, but honestly these companies need to do better Stop sexualizing women in #sport.”

The Novig campaign features a series of Sydney Sweeney photos and videos naked or scantily clad, holding American footballs, a tennis racket or a baseball bat. In one shot, the actress lies naked on top of a basketball.

According to a reposted version of the main commercial on Youtube, Sweeney also joined Novig as a strategic partner and equity holder, as part of the ad campaign compensation package.

Add FanCalendar as a preferred source on Google to never miss an update!