Female athletes push back on Sydney Sweeney’s Novig ad for sexualizing women in sports

Sydney Sweeney is once again at the center of online controversy, with female athletes around the world speaking out against the actress’s latest project—an ad for sports trading app Novig. In a minute-long video, the Euphoria actress promoted the prediction market platform ahead of football season, cutting between shots of her almost entirely nude alongside sport-themed props, as she explains how Novig is distinct from other prediction markets like Polymarket or Kalshi. “No betting on wars or deaths, and no politics. Just you and your take on sports,” Sweeney says. In some scenes, Sweeney wore only sports gear and underwear, while in others, she used objects like a basketball hoop or footballs to cover her body, repeatedly saying “sports.” The same day of the release, on September 9, Novig also announced that Sweeney’s involvement was more than just part of the marketing campaign. The actress is joining the platform as a strategic partner and equity holder. Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi— Novig (@Novig) September 9, 2026 “Pissed off about this ad” Unsurprisingly, the video quickly went viral on social media platforms like X, Threads, Instagram, a…