Sydney Sweeney and Novig release second controversial ad amid athlete backlash
The American actor has appeared in a new commercial for the prediction market platform, weeks after an initial campaign drew criticism from prominent female athletes for its portrayal of women and sport.
- Sydney Sweeney has appeared in a new Novig advertisement, directly referencing the controversy surrounding her initial campaign.
- The first advertisement was criticised by female athletes, including swimmer Ariarne Titmus and sprinter Amy Hunt, for sexualising women's sport.
- Novig defended its campaign as a 'fun idea', while reports suggest Sweeney holds an equity stake in the prediction market company.
American actor Sydney Sweeney has doubled down on her controversial partnership with prediction market platform Novig, appearing in a new commercial that directly addresses the debate sparked by her first campaign. The advertisement, released on Sunday, shows Sweeney in white Novig-branded underwear, using footballs to cover herself.
There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered?
This latest promotion follows an initial campaign that launched in mid-September, featuring a large display in New York's Times Square on 16 September. In that advertisement, Sweeney was shown nearly nude while posing with various pieces of sports equipment, alongside the statement that the platform was 'just sports'.
Backlash from the sporting world
The original campaign prompted a significant backlash from female athletes and commentators. Australian swimmer Ariarne Titmus called the advertisement a 'kick in the face' to women who have dedicated their lives to their sporting careers. Gymnast Gracie Kramer accused Novig of marketing women’s sports 'through the male gaze', while British sprinter Amy Hunt stated the campaign presented an inaccurate image of what women in sport look like.
In response to the criticism, Sweeney shared images of other high-profile athletes, including Serena Williams, Ronda Rousey and Megan Rapinoe, who had previously posed nude for ESPN’s Body Issue. Novig also defended its campaign, describing the original advertisement as a 'fun idea' that was created with 'confidence, humor and a playful edge'.
Marketing strategy and brand impact
Despite the controversy, some marketing experts believe the campaign aligns with Sweeney's established brand. Adrienne Uthe, founder of Kronus Communications, stated that the advertisement is not materially damaging to the actor and is not a significant departure from her public image. The commercial effectiveness of the campaign was highlighted by media personality Billy Bush, who stated that Sweeney had secured an equity stake in Novig before the advertisement garnered forty million views.
This is not the first instance of a marketing campaign involving Sweeney generating controversy. A previous campaign for clothing brand American Eagle, which used the tagline 'Sydney Sweeney Has Great Jeans', drew backlash for a promotional video that played on the words 'jeans' and 'genes'. At the time, some critics on social media accused the campaign of having racial undertones, with some labelling it 'Nazi propaganda'.
