Overview
- The ad, released Sept. 9 as Novig’s national one‑minute “Just Sports” spot, shows Sweeney appearing nude or nearly nude while covering herself with sports equipment to promote the sports prediction app.
- Dozens of current and former female athletes, including Ariarne Titmus, Amy Hunt and Gracie Kramer, publicly condemned the campaign as sexualizing women’s sport and posted rebuttal clips and comments.
- Novig and Sweeney have defended the creative, with Novig confirming Sweeney is an equity holder and a creative partner and Sweeney posting ESPN Body Issue images and issuing a statement calling the ad playful and sports‑focused.
- Early audience data show the spot went viral — more than 22 million views reported in its first two days — and a Zappi survey found the work increased appeal among men but reduced interest among many women.
- Media requests to Novig and Sweeney’s publicist have sometimes gone unanswered, and analysts warn the campaign’s gendered response could cost Novig female customers or marketing partners while fueling a broader debate over how women in sport are portrayed.