A new advertising campaign for Novig, a sports-focused prediction market, has sparked criticism online. Released on September 9, the campaign features actress Sydney Sweeney in revealing poses, partially covered by sports equipment, while highlighting the platform’s focus on sports.
The commercial opens with Sweeney addressing viewers with the line, “Think you know sports? Prove it.” The campaign then moves through different sports, including football, basketball, tennis, hockey, and baseball, using equipment as part of its visual concept. While Novig presented the campaign as a humorous way of communicating its sports-only identity, the advertisement quickly became controversial online.
Critics Question the Ad’s Treatment of Women
The main criticism centers on the decision to use Sweeney’s body as the primary visual focus of a campaign that is supposed to promote sports.
According to The Hollywood Reporter, women working in sports were among those criticizing the campaign. One TikTok user described the advertisement as an example of why women in sports are not always taken seriously. Another critic argued that there was no need to feature a naked woman repeatedly saying “sports” to create an effective sports advertisement.
The backlash has therefore moved beyond criticism of Sweeney herself. For some viewers, the larger issue is whether sexualized advertising makes it harder to present women as serious participants and professionals within sports.
Sweeney Says the Campaign Was Meant to Be Playful
Sweeney has defended the creative concept by explaining that she was closely involved in developing the campaign.
In a statement shared by Novig, Sweeney described the campaign as a fun concept designed to remove distractions and keep attention on sports. She also said the idea was brought to life through “confidence, humor and a playful edge.”
The actress is not simply appearing as a traditional celebrity spokesperson. Novig says Sweeney has joined the company as a strategic partner and equity holder, giving her a direct business connection to the campaign and the platform.
Why Novig Chose a Controversial Approach
Novig’s campaign arrives as prediction-market companies compete for attention around the start of the NFL season. The company positions itself as a platform focused specifically on sports, unlike prediction markets that offer contracts involving politics and other subjects.
Sweeney’s commercial pushes that distinction through humor and provocative imagery. At one point, the actress emphasizes that the platform does not offer predictions involving “wars or deaths” or politics, instead focusing on sports.
The strategy has certainly generated attention, but the controversy has also raised questions about whether the shock value overshadows the product being advertised.
