Quick answer: Sydney Sweeney’s Novig advertisement has drawn criticism from online users, including women working in sports, for showing the actress’s mostly naked body covered with sports balls and uniforms. Sweeney also joined the sports trading platform as a strategic partner and equity holder.
The Sydney Sweeney Novig ad has drawn backlash for its sexualized imagery, with online users—including women working in the sports industry—expressing frustration over the campaign. The promotion features multiple shots of the actress’s mostly naked body covered with sports balls and uniforms.
Sweeney’s involvement with the sports trading app extends beyond appearing in the advertisement. The Euphoria actress has also joined Novig as a strategic partner and equity holder, giving her a business stake in the platform she is promoting.
Why the campaign is drawing criticism
The criticism centres on the campaign’s presentation of Sweeney alongside sporting equipment and clothing. Women who work in sports are among those objecting to the sexualized approach, bringing an industry perspective to the online reaction.
The concern is not simply that a Hollywood actress is advertising a sports product. The backlash described around this campaign focuses on how her body is used in the promotion and the frustration that imagery has prompted among women in the field.
There is a distinction between the campaign’s visual approach and the product being advertised. Novig is a platform for trading on sports outcomes; Sweeney’s advertisement uses sports balls and uniforms as coverings in shots of her largely unclothed body.
Sweeney’s role includes an equity stake
Sweeney partnered with Novig on Wednesday, following the platform’s launch the previous month. Her appointment combines a public-facing advertising role with the titles of strategic partner and equity holder.
In a release, Novig said its “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.” That description sets out the company’s pitch for the service, rather than explaining the creative choices behind the advertisement.
The brand also described Novig as “the only prediction market to maintain a 21+ age requirement.” That exclusivity statement is the company’s claim, alongside its argument that the age restriction establishes a higher standard for responsible participation.
Another advertising controversy for Sweeney
The Novig backlash comes more than a year after Sweeney’s American Eagle advertising controversy. That earlier episode provides background to the renewed scrutiny of her commercial partnerships, but the current objections concern the imagery in her sports trading campaign.
For this promotion, Sweeney is both the face of the advertisement and an equity holder in the business. The reaction has put the campaign’s sexualized presentation—and criticism from women working in sports—at the centre of attention surrounding that partnership.
Frequently Asked Questions
Why is Sydney Sweeney’s Novig ad facing backlash?
The campaign features shots of Sweeney’s mostly naked body covered with sports balls and uniforms. Online users, including women who work in the sports industry, have expressed frustration with its sexualized imagery.
What is Sydney Sweeney’s role at Novig?
Sweeney stars in Novig’s advertising campaign and has joined the company as a strategic partner and equity holder. Her involvement therefore extends beyond appearing in the promotion.
What is Novig?
Novig is a sports trading platform that allows fans to trade on sports outcomes. The company describes the service as combining financial-exchange mechanics with a sports-focused experience and says it maintains a 21+ age requirement.
