Sydney Sweeney features in yet another controversial ad, this time for prediction market platform, Novig.
Sydney Sweeney has once again made headlines after featuring in Novig’s latest ad – Novig is just sports.
The prediction markets platform was founded in 2021, but has risen to prominence after a 2026 funding round, led by Pantera Capital, raised $75m.
Sweeney herself is an equity partner in Novig – illustrating her stake in the ad’s success.
The ad itself is provocative and features Sweeney posing in various stages of undress with pieces of equipment, pretending to play several different sports.
Sweeney explains that Novig does not offer any predictions on politics, deaths, or wars – ”just sports”.
This is most likely a reference to other prediction markets like Kalshi and Polymarket, which came under fire for allowing wagers tied to military action involving Iran, Venezuela and Israel.
Critics response
The ad has received a lot of backlash (which was almost certainly the point of the ad in the first place). Female olympians, athletes, and sports personalities have responded to the ad calling out Sweeney for pushing the sexualisation of women in sports.
Four-time Olympic gold medallist Ariarne Titmus wrote her Instagram story: “I can’t describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity…
“How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?”
Titmus is not the only athlete to take a stand, either. Sprinter and four-time European champion, Amy Hunt, address Sweeney directly stating: “Sydney Sweeney, this is what women in sport look like,” referring to Melissa Jefferson-Wooden winning the 200m at the World Athletics Ultimate Championship in 21.47 seconds.
“21.4. Muscles. Hard work, blood, sweat, tears,” she told the BBC, adding that “when you’re a woman in sport, it’s not pretty. It’s not glamorous. It’s not sexy all the time, definitely”.
Novig chief executive, Jacob Fortinsky, responses to questions about the ad was: “It really was Sydney who was driving a lot of the visuals and the messaging.”
While some have criticised his response for its lack of accountability, this would line up with Sweeney’s history of stirring up controversy and reports that she personally approached Fortinsky to propose taking an equity stake rather than a traditional cash deal.
Leaders take
It’s disappointing to see an ad like this in the modern era.
The ad could quite easily have pursued partnerships with athletes, male or female, and highlighted their talents to relay the message that the platform is focused on sport. Having Sydney Sweeney as front-and-centre of a sports ad only antagonises real sports fans, and doesn’t display any knowledge, insight, or even particular interest in sports itself.
Prediction market companies have made a habit of showcasing themselves as disruptors, consistently releasing controversial ads and products.
This made Sydney Sweeney a perfect fit as a character who has invited discord in her most recent projects.
Sweeney seemingly responded to criticism by posting a number of projects from athletes who have previously posed nude. However, these images were published campaigns in sporting magazines, which aimed to celebrate the bodies that achieved great feats of athleticism. Sydney Sweeney is not an athlete, nor is she celebrating what her body can do (unless you count trying to sell a gambling platform).
