Olympic athletes and other competitors condemned a Novig sports-prediction advert starring Sydney Sweeney, saying the campaign sexualises women’s sport by depicting Sweeney in minimal to no clothing while pretending to play multiple sports. Four-time Olympic gold medallist Ariarne Titmus wrote on Instagram that the ad is a “kick in the face” to women who have dedicated their lives to their sports and called the marketing “bullshit.” British sprinter and four-time European champion Amy Hunt directly addressed Sweeney after finishing fourth in the 200m, pointing to Melissa Jefferson-Wooden’s 21.47 winning time and saying “21.4. Muscles. Hard work, blood, sweat, tears.” Other athletes including Gracie Kramer, Lani Pallister, Bree Rizzo, Tilly Kearns, and Skye Nicolson posted training reels, race footage, medals, or statements to show what women in sport actually look like and to push back against the ad. Novig said Sweeney joined the company as a strategic partner and equity holder, making her more than just the face of the campaign. The controversy has prompted coordinated athlete responses and highlighted renewed scrutiny of advertising that uses sexualised imagery around women’s sport, echoing backlash to a 2025 campaign also featuring Sweeney.
