GoKawiilSydney Sweeney's Novig ad draws backlash from female athletes over sexualization
Sydney Sweeney appeared in a minute-long promotional video for prediction-market platform Novig timed to the start of football season. Female athletes have publicly criticized the ad, arguing it reduces women in sports to sexualized imagery rather than showcasing athletic skill.
GoKawiil's interpretation of the reporting above, not reported fact.
The controversy highlights ongoing tension between brands using celebrity sex appeal to market products and athletes pushing for representation that respects women's sporting achievements. It also shows how quickly endorsement deals can become reputational risks when they touch on gender and sports culture debates.
- Sydney Sweeney faces new backlash over a betting-app ad tied to football season
- Female athletes say the campaign sexualizes women rather than highlighting sports
- The incident adds to a pattern of controversy surrounding Sweeney's endorsement deals
Source: fastcompany.com, 2026-09-14
Published there as: “Female athletes push back on Sydney Sweeney’s Novig ad for sexualizing women in sports”
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