The advertising campaign for U.S. sports-prediction company Novig featuring actor Sydney Sweeney scantily clad and posed with sporting equipment has provoked sharp criticism from elite athletes, who say the imagery sexualizes women and risks setting back progress in women’s sport.
Viral ad draws swift rebuke
Novig’s series of photos and short videos, released on social platforms, shows Sweeney either nude or minimally clothed while holding or posed with items such as a tennis racket, baseball bat and football. The Instagram reel had accumulated about 37 million views in four days, according to reporting.
Australian surfers and swimmers — among them Felicity Palmateer, Ariarne Titmus and Lani Pallister — were among those to publicly voice outrage at the campaign.
“Just absolute utter disbelief, incredibly disappointing, like, how far you can put women’s sports backwards in the space of a 42-second commercial,”
That comment came from Palmateer, who told CNN the campaign is “very damaging, especially for young females getting into sport, for females in sport, for females in general, just hypersexualized content.” Palmateer added that female athletes want to be recognised for their ability rather than their appearance.
Olympians speak out
Four-time Olympic swimmer Ariarne Titmus posted a response on her Instagram stories, saying she had initially hesitated to amplify the ad but could not stay silent. Titmus described feeling “infuriated” and called the commercial “a kick in the face to every woman who has dedicated her life to perfecting her craft,” adding that it undermines the values many athletes associate with sport: teamwork, dedication and excellence.
The reactions underscore tensions that arise when commercial entities use sexualised imagery linked to sport. Critics argue such portrayals can distort public perceptions of female athletes and discourage girls from participating, while defenders of provocative advertising often cite creative freedom and attention-grabbing marketing.
Context and consequences
Sports stakeholders have worked for years to lift the profile of women’s sport and to ensure athletes are respected for performance. Detractors of the Novig campaign say the advert risks reversing progress by prioritizing sexual appeal over athletic achievement — a concern that resonates beyond elite circles to grassroots participation and youth development.
- Media reach: The ad’s reel amassed approximately 37 million views within four days.
- Public figures responding: Elite athletes including Felicity Palmateer and Ariarne Titmus publicly condemned the campaign.
- Main criticism: The imagery is being called hypersexualized and damaging to perceptions of women in sport and aspiring young athletes.
While the company behind the campaign has not been quoted in the material reviewed, the speed and volume of criticism suggest brands will face growing scrutiny when linking female bodies to sports messaging in ways that many athletes deem exploitative.
| Athlete | Reaction summary |
|---|---|
| Felicity Palmateer | Called the campaign damaging and said women should be valued for performance. |
| Ariarne Titmus | Described feeling infuriated; said ad is a kick in the face to women who dedicate themselves to sport. |
| Lani Pallister | Also criticised the campaign (response noted in reporting). |
For sporting organisations, broadcasters and sponsors, the episode is a reminder that commercial creativity can collide with social responsibility. How brands choose to depict athletes — and how quickly they respond when those depictions provoke backlash — will likely shape future debates around marketing standards in sport.
The controversy also raises questions for governing bodies and leagues that depend on corporate partners: will sponsors be asked to adopt clearer guidelines about sexualised content when it intersects with sport? And how will athletes’ voices be incorporated into decisions about the images that represent their disciplines?
As the public conversation continues, athletes and advocates will be watching whether Novig or similar marketers alter tactics, issue statements, or face pressure from partners and platforms to change course.
