Sydney Sweeney wanted to put the focus on sports. Instead, her latest campaign has viewers talking about everything but sports.
The Euphoria star has partnered with sports trading app Novig as a strategic partner and equity holder, but her first campaign for the platform is already facing backlash over its heavily sexualized imagery.
The ad features Sweeney mostly naked, using sports balls and uniforms to cover herself while promoting the 21+ platform.
One viewer wasn’t impressed, writing, “I couldn’t believe when that ad came on the tv. I had my 2 children in the living room I had to yell at them to look away from the TV. I don’t understand WHY they would need to create such a [vulgar] ad.”
Another user questioned why sexualized content was being used to sell a sports product, while others branded the campaign “disgusting,” “pathetic,” “sad” and “inappropriate.”
Sports promotions manager Marissa Womack argued the issue goes beyond one actress or one ad.
“This [criticism] isn’t about me being jealous or insecure of [Sweeney]. … it’s about the fact that this is already a male-dominated field where we are constantly having to prove why we belong. it’s about having passions and joy working in this industry and when the only representation is sexualization, you see less and less young women wanting to pursue this industry!”
Sweeney, meanwhile, defended the campaign as playful.
“The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”
She also says Novig doesn’t allow betting on “wars or deaths” or politics.
But with the conversation already raging, the question is hard to avoid: did the campaign put the focus on sports — or simply recreate the same controversy Sweeney faced with her 2025 American Eagle ad?
