Olympic athletes and other female sportswomen have condemned a viral advert for US sports-prediction company Novig, accusing actor Sydney Sweeney of sexualising women's sport.
The advert, released online around September 9-10, 2026, shows Sweeney in minimal or no clothing, using sports equipment such as balls, rackets and nets to cover herself while miming tennis, golf, baseball and ice hockey under the slogan "just sports," according to the Guardian and Brussels Signal. The campaign quickly went viral but triggered sharp criticism, with the Guardian reporting on September 14, 2026, that Olympic athletes had "come out in force to condemn" the ad.
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Athletes Respond With Counter-Videos
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British sprinter Amy Hunt told the BBC after competing in the 200m in Budapest: "Sydney Sweeney, this is what women in sport look like. Muscles. Hard work, blood, sweat, tears," a quote that became the centerpiece of Guardian headlines, per Sky Sports and Yahoo Sports. Australian swimmer Ariarne Titmus called the advert a "kick in the face" to women who dedicate their lives to sport, according to Yardbarker. Gymnast Gracie Kramer posted a highlight reel captioned, "Idk what Sydney Sweeney was doing, but this is what a woman in sports looks like," as reported by USA Today. Boxer Skye Nicolson used the ad's own audio over training footage, writing "Respectfully Sydney Sweeney, this is sport," per USA Today, and separately called the campaign a "mockery."
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Cross-Border Criticism and Novig's Position
CNN reported Australian surfer Felicity Palmateer described the ad as "extremely harmful" to young girls, expressing "absolute disbelief" at its message. CBC noted the backlash has crossed borders, with athletes posting "Dear Sydney Sweeney" videos across gymnastics, swimming, athletics and boxing. Novig has said the campaign was designed to emphasize its focus purely on sports rather than casino gambling, per NBC Philadelphia, but no detailed corporate apology or policy change has been reported. Yahoo Sports reported Sweeney's social media following dropped by more than 200,000 amid the controversy. Coverage from the Guardian, CNN, CBC and USA Today frames the episode within wider debates over sexualisation in sports-betting marketing and its impact on women's sport, though the athletes' characterizations remain their stated opinions rather than independently verified findings.
