Sydney Sweeney Faces Backlash for Sexualized Novig Ad: “Exactly Why Women in Sports Aren’t Taken Seriously”

More than a year after her American Eagle ad controversy, Sydney Sweeney is facing backlash for another campaign: her sexualized promotion for sports trading app Novig.

The Euphoria actress partnered up with Novig on Wednesday to support the new platform, which launched last month. She not only starred in the ad but also joined Novig as a strategic partner and equity holder.

Novig’s “platform combines the mechanics of modern financial exchanges with a sports-first experience, creating a more efficient and transparent way for fans to trade on sports outcomes,” per a release. It’s also dubbed “the only prediction market to maintain a 21+ age requirement,” which the brand argues “[sets] a higher standard for responsible participation as the category continues to grow.”

Some users are arguing Sweeney’s ad for the age-restricted platform could have used an R-rated rating as well. “I couldn’t believe when that ad came on the tv. I had my 2 children in the living room I had to yell at them to look away from the TV. I don’t understand WHY they would need to create such a [vulgar] ad,” a TikTok user commented on a post made by Marissa Womack, manager of game day promotions and programming for minor league baseball team the Harrisburg Senators.

Others took to Sweeney’s Instagram comments, including one user who called out Instagram’s inconsistencies with taking down potentially sexualized content. “Love how @instagram allows for stuff like this but the moment I post something in a bikini , the post is removed,” they wrote, while another added, “22.4 million views but not even 1 million likes… why? Because this is not what we want for our sports ads. ESPECIALLY when kids like and follow sports as well.”

Other descriptors for the ad in the Anyone But You star’s comments include “disgusting,” “pathetic,” “sad” and “inappropriate.”

The Hollywood Reporter reached out to reps for Novig and Sweeney for comment but did not hear back by the time of publication.

Womack explained her frustration with the ad in her TikTok video, calling out the representation of women in the sports industry. “This [criticism] isn’t about me being jealous or insecure of [Sweeney]. … it’s about the fact that this is already a male-dominated field where we are constantly having to prove why we belong. it’s about having passions and joy working in this industry and when the only representation is sexualization, you see less and less young women wanting to pursue this industry!”

The campaign, in Sweeney’s own words, “was about embracing a fun idea.” She added in a statement, “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.”

The only “sports” that are featured in the ad, however, are different balls and uniforms placed provocatively on top of Sweeney’s mostly naked body. One TikTok user directly criticized the sexualization of the actress in the ad in the comments of a video shared by Sam Tirelli, a studio/field director for a Maryland-based sports network: “There is 0 reason to have somebody naked just saying sports over and over again. You can make amazing ads and content without constantly having women be sexualized.”

Many users also slammed the ad for being “exactly why women in sports aren’t taken seriously,” one TikToker argued. They also called out the notion that “they probably knew it was going to be controversial too,” with The Housemaid star being known to spark controversy through brand advertisements.

Most prominently, her viral 2025 American Eagle jeans ad caused widespread backlash, partly due to a piece of the advert where Sweeney said, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.” 

Some people argued that the campaign tagline “Sydney Sweeney Has Great Jeans” was a play on the term “great jeans” versus “great genes” and claimed the ad promoted eugenics. The ad garnered so much online backlash at the time that it prompted American Eagle to respond, releasing a statement that read in part, “Sydney Sweeney Has Great Jeans is and always was about the jeans. Her jeans. Her story.”

Sweeney has addressed the controversy numerous times, saying that “the reaction definitely was a surprise.” She later commented on the cultural conversation that arose with the American Eagle ad, with a Cosmopolitan interviewer asking her about being labeled “MAGA Barbie,” as she’s repeatedly said she does not want to address her personal politics.

“I’ve never been here to talk about politics. I’ve always been here to make art, so this is just not a conversation I want to be at the forefront of,” Sweeney said. When asked in the same interview if she sees herself confirming her political beliefs in the future, she said, “No.” Sweeney added, “I’m not a political person. I’m in the arts. I’m not here to speak on politics. That’s not an area I’ve ever even imagined getting into. It’s not why I became who I am. I became an actor because I like to tell stories, but I don’t believe in hate in any form.”

Sweeney also made sure to note that politics were not to be bet on when trading on Novig. “No betting on wars or deaths, and no politics,” she said, before a clip of her from behind and masking her breast with only her hand was shown, as she adds, “Just you, your takes and sports.”

A mini logline provided in a press release for the Novig ad reads, “Ahead of football season, Sydney Sweeney is putting the focus exactly where it belongs, on ‘Just Sports.'” However, that “focus” is now anywhere but sports and instead back onto another conversation-starting ad led by the two-time Emmy nominee.