Sydney Sweeney Faces Backlash Over Sports Trading App Ad Campaign

POLICY WIRE — City, Country — Sydney Sweeney has drawn sharp criticism for her latest ad campaign promoting the sports trading app Novig, with several female athletes condemning the content as inappropriate and objectifying.

The ad, released on September 9, features the Euphoria star in various states of undress while showcasing sports like ice hockey, American football, tennis, and basketball. Critics argue that the campaign undermines the integrity of women’s sports and is unsuitable for younger audiences.

British track athlete Amy Hunt was among the first to speak out, using a post-race interview to call out Sweeney, stating, “This is what women’s sport looks like!” Sweeney responded by sharing Instagram Stories highlighting nude campaigns of other athletes, including Serena Williams and Megan Rapinoe, as well as male athletes who have done the same.

In a statement, Sweeney described the campaign as about embracing a fun idea, emphasizing that it aimed to “cut through the noise” and focus on sports. She also joined Novig as a strategic partner and equity holder, with the platform positioning itself as the only prediction market requiring users to be 21 or older.

Other athletes, including Australian water polo player Matilda Kearns and former Olympic runner Hannah Williams, voiced strong disapproval, calling the ad a “disgrace” and bulls***. Olympic weightlifting coach Danielle Bagacay criticized the sexualization of women in sports, urging more voices to speak against the campaign.

The controversy comes a year after Sweeney faced backlash for her American Eagle campaign, which included controversial remarks about genetics. She later expressed surprise at the reaction, stating she was “against hate and divisiveness.”

Reporting by Policy-Wire (PW)