Overview
- Novig launched a national campaign for its 21-plus sports prediction platform featuring Sydney Sweeney as both the on-screen star and a strategic partner and equity holder.
- The spot shows Sweeney largely nude with sports equipment covering her body while she repeats the platform’s 'just sports' message, and the creative has been posted across Novig and Sweeney social channels.
- Female athletes and sports workers responded with coordinated posts showing real competition and training footage to argue the ad sexualizes women and undermines representation in sport.
- Sweeney and Novig have defended the campaign as meant to 'cut through the noise' and emphasize sports-only trading, and Sweeney posted images from ESPN’s Body Issue in what reporters say looks like a rebuttal.
- The controversy has raised early reputational questions for Novig’s rollout, revived scrutiny of Sweeney’s past ads, and signaled increased attention to how gambling-related brands market to sports fans.