Sydney Sweeney Faces Backlash Over Nude Sports Betting Ad

WHO:

CNN - Australian swimmer Lani Pallister criticized the ad by posting a compilation video of her training and competing, with an overlay that reads: “Don’t know what Sydney thinks sport looks like, but THIS is what sport looks like.”

CNN - Australian boxer Skye Nicholson shared a video in response to the ad, stating, “Giving the ad campaign exactly what they wanted, but honestly these companies need to do better 🙄 Stop sexualising women in #sport.”

CNN - Retired US gymnast Gracie Kramer expressed her frustration on Instagram, saying the ad “feels like a massive step backward.”

CNN - Australian surfer Felicity Palmateer criticized the ad campaign, stating it is "very damaging" for female athletes and young girls.

CNN - British sprinter Amy Hunt referenced the ad campaign in a post-race interview, stating, “Sydney Sweeney, this is what women in sport look like. Muscles. Hard work. Sweat, blood, tears.”

CNN - Australian swimmer Ariarne Titmus expressed her discontent on Instagram, saying, “Not only is this a kick in the face to every woman who has dedicated her life to perfecting her craft...”

CNN - Sydney Sweeney, Australian surfer Felicity Palmateer, British sprinter Amy Hunt, Australian swimmer Ariarne Titmus, Australian swimmer Lani Pallister, Australian boxer Skye Nicholson, retired US gymnast Gracie Kramer, Novig CEO Jacob Fortinsky.

Front Office Sports - Novig, a sports-only prediction market.

WHAT:

CNN - The ad campaign featuring Sydney Sweeney has been described as “hypersexualized” by multiple female athletes.

Front Office Sports - Novig CEO Jacob Fortinsky stated that Sweeney is an equity holder in Novig and served as the campaign’s creative lead.

CNN - The ad campaign featuring Sydney Sweeney has gone viral, with Novig's Instagram reels accumulating 37 million views in four days.

Front Office Sports - Novig CEO Jacob Fortinsky stated that the ad was intended to "introduce [Novig] to the nation" ahead of football season and to "close the gap from a brand-awareness perspective" with competitors.

Front Office Sports - Fortinsky mentioned that Novig "just passed a billion dollars in cumulative volume," marking the fastest start of any prediction market in history.

Front Office Sports - Novig's ad has received over 12 million views on X/Twitter and surpassed 47 million views on Instagram, which is approximately 400 times higher than the company’s next-most-recent video post.

Front Office Sports - Novig has claimed to have "just passed a billion dollars in cumulative volume," marking the fastest start of any prediction market in history.

CNN - Sydney Sweeney appeared in a nude or minimally clad advertising campaign for Novig, posing with sports equipment.

CNN - The ad campaign has gone viral, with Novig's Instagram reels accumulating 37 million views in four days.

Front Office Sports - Novig's ad featuring Sweeney has received significant backlash for hypersexualizing women in sports.

Front Office Sports - Novig's post sharing the ad has garnered over 12 million views on X/Twitter and surpassed 47 million views on Instagram.

WHERE:

CNN - The backlash has been voiced by female athletes globally, with specific mentions of Australia and the UK.

Front Office Sports - The Novig CEO made comments onstage at the Front Office Sports Asset Class event in New York.

WHEN:

Front Office Sports - The ad was discussed at an event on September 15, 2026.

CNN - The ad campaign was released on a Wednesday.

Front Office Sports - Novig formally launched in August.

Front Office Sports - The ad was discussed at an event on September 15, 2026.

WHY:

Front Office Sports - Fortinsky explained that the goal of the ad was to “introduce [Novig] to the nation” ahead of football season and to “close the gap from a brand-awareness perspective” with competitors.

Front Office Sports - Novig aimed to introduce itself to the nation ahead of football season and close the brand-awareness gap with competitors.

Front Office Sports - The CEO stated that Sweeney was chosen for her ability to captivate audiences and drive visuals for the campaign.

HOW:

Front Office Sports - Fortinsky indicated that Sweeney was involved in both the commercial and creative aspects of the ad, stating, “It was a very exciting process to work with her.”

Front Office Sports - Fortinsky indicated that Sweeney served as the campaign’s creative lead and was involved in both the commercial and creative aspects of the ad, stating, "It was a very exciting process to work with her."

Front Office Sports - Novig CEO Jacob Fortinsky stated that Sweeney served as the campaign’s creative lead and was involved in both the commercial and creative aspects of the ad.

Front Office Sports - Sweeney served as the campaign’s creative lead and was involved in both the commercial and creative aspects of the ad.

Australian swimmer Lani Pallister and boxer Skye Nicholson have both criticized a recent ad campaign featuring Sydney Sweeney, calling it hypersexualized and urging companies to stop sexualizing women in sports. Retired gymnast Gracie Kramer also expressed her frustration, stating that the ad feels like a massive step backward for women in athletics. Novig CEO Jacob Fortinsky explained that the campaign aimed to boost brand awareness ahead of the football season, with Sweeney serving as both an equity holder and the creative lead for the project.