Sydney Sweeney’s sports betting ad debate takes an unapologetic turn
The actress fired back at critics in a second commercial that challenges how viewers talk about her appearance.
Sydney Sweeney has returned with another promotional video for the sports prediction market platform Novig, addressing the public discussion surrounding her appearance directly. In the new commercial posted to her Instagram on October 11, 2026, the American actress appears topless wearing branded white Novig underwear while holding footballs in front of her chest, as reported by Page Six and Fox News.
During the clip, Sweeney speaks directly to the camera about public fixation on her body, contrasting sports prediction markets with other prediction topics. “There are grown men making spreadsheets to bet on what color underwear I’m wearing,” she says in the video. “I mean, I’m flattered? Novig is … just sports.”
The backlash from athletes
The campaign first launched on September 9, 2026, under the title “Just Sports,” showing Sweeney posing without clothing behind strategically placed sporting equipment. At the time of the launch, Sweeney described the vision in a press release: “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”
That initial commercial quickly drew sharp pushback from prominent female athletes. Australian Olympic swimmer Ariarne Titmus called the campaign a “kick in the face” to women who devote their lives to sports, while gymnast Gracie Kramer accused the promotional imagery of marketing women’s sports “through the male gaze.” British sprinter Amy Hunt also argued that the advertisements offered an inaccurate portrayal of female athletes.
The defense and the business strategy
Rather than pulling the campaign, Sweeney responded in mid-September by sharing archival covers from ESPN’s The Body Issue on her Instagram Stories, highlighting nude features of elite athletes such as Serena Williams and Ronda Rousey.
Beyond the creative direction, the partnership represents a major business move for Sweeney. Novig and Forbes confirmed in September that Sweeney is an equity holder and strategic partner in the peer-to-peer exchange, rather than simply a standard paid celebrity endorser. Following the release of the new video on October 11, audience reactions on social media remained split, with some followers writing supportive notes such as “Keep going girl” while others debated whether the format went too far.
What we know and what we don’t
We know that Sweeney has continued her active partnership with Novig and chose to tackle the conversation about her body as part of the campaign’s second wave of marketing.
What we do not know are the exact financial arrangements behind the deal. Both Sweeney and Novig have kept the exact monetary value and the percentage size of her equity stake confidential.
Which side are you on? Do you see the campaign as a smart, self-aware business move, or does the criticism from athletes hold weight?
