Sydney Sweeney's Novig advertising campaign sparks backlash

On September 17, 2026, a new advertising campaign for the sports prediction platform Novig featuring 29-year-old Hollywood actress Sydney Sweeney was released, triggering significant public controversy. In the minute-long promotional spot, the Euphoria star appears nearly nude, using various sports equipment like basketballs and rugby padding to cover her body while transitioning through different athletic settings.

While the campaign quickly gained millions of views, it faced immediate criticism from social media users and members of the female sports community. Critics, including commentators from Goal News Cy, labeled the approach as outdated and offensive, arguing that it reduces women to mere sexualized objects rather than celebrating their athletic achievements. The backlash has reportedly resulted in a noticeable decline in the actress's social media follower count as debates regarding the representation of women in the sports industry continue to escalate.