Overview
- The minute-long Novig ad, posted Sept. 9, features Sweeney appearing nude or nearly nude while using sports equipment to cover her body and has been viewed tens of millions of times across social platforms.
- Novig confirmed Sweeney is a strategic partner and equity holder who participated in creative discussions and says the app is restricted to users aged 21 and over.
- Dozens of current and former female athletes publicly condemned the spot as sexualizing women in sport and many posted training and competition reels to show athletic achievement instead of imagery.
- Sweeney responded by sharing covers and images from ESPN’s Body Issue on her Instagram Stories and Novig defended the campaign as a playful way to focus attention on sports.
- Critics warn the campaign could deepen reputational risk for the fledgling betting-style app, fuel debate about normalizing gambling in sports marketing, and undermine efforts to keep girls engaged in sport.