Overview
- Novig released a short campaign that features Sydney Sweeney nude or semi‑nude using sports equipment to cover herself as part of a promotion for the sports‑only betting platform.
- Elite women athletes condemned the spot and posted training and competition footage to show real athleticism, with figures including Ariarne Titmus, Amy Hunt, Lani Pallister and others speaking out on social media and in interviews.
- Novig and CEO Jacob Fortinsky confirmed Sweeney is an investor and strategic partner who took part in creative decisions, and Sweeney responded by sharing images from athlete nude features such as ESPN's Body Issue on her Instagram.
- The campaign has gone viral on social platforms, accumulating tens of millions of views and fueling sustained online dispute rather than prompting a withdrawal or formal apology.
- Coverage and athlete responses have reopened a wider debate about the difference between athlete‑led nudity that celebrates sport and the use of a sexualized celebrity to sell a gambling product, a clash that could push brands to rethink sports marketing and prompt more direct athlete pushback.