Summary (tl;dr)

Actress Sydney Sweeney is trending due to widespread backlash over a new advertisement for the US sports prediction market company Novig, which critics and Olympic athletes condemn for sexualizing women's sports.

Essential Background

This is not the first time Sydney Sweeney has been at the center of an advertising controversy; in 2025, an American Eagle campaign featuring her and the tagline "Sydney Sweeney has great jeans" drew criticism for perceived allusions to eugenics through a play on the word "genes." Despite previous controversies, Sweeney has continued to engage in provocative campaigns.

The Full Story

Sydney Sweeney is currently trending due to a new national advertising campaign for Novig, a US sports prediction market and trading platform where she is also an equity partner and strategic director. The ad features Sweeney in minimal to no clothing, strategically using various sports equipment to cover herself while performing mock athletic poses. This highly sexualized portrayal has sparked significant outrage, with many accusing the ad of trivializing women in sport and being a regressive "throwback to the dark old days" of sexualizing female athletes in mainstream media. Numerous Olympic athletes and women in sports media globally, including Australian Olympians Ariarne Titmus and Tilly Kearns, have publicly condemned the ad, expressing anger and disappointment. In response to the backlash, female athletes worldwide have launched a social media trend, posting videos of themselves competing with the message "this is what a woman in sport looks like" to reclaim the narrative. While Sweeney has indirectly responded by sharing images of other athletes from similar nude campaigns, Novig's CEO has noted that the controversy helps force the company into "the national discourse," suggesting the increased publicity is beneficial.

Why It Matters

The trending ad highlights an ongoing debate about the objectification of women in advertising and its impact on the perception of female athletes. Critics argue it undermines the progress made in recognizing women's athletic prowess and respect within sports, reducing female achievement to sexual appeal. The strong, collective response from the athletic community underscores a powerful shift where women in sports are actively using their platforms to challenge harmful representations and advocate for authentic portrayal. Furthermore, Sweeney's dual role as star and equity partner in Novig raises questions about celebrity endorsement ethics, particularly in industries like sports gambling, and whether the pursuit of viral attention outweighs potential negative social implications.

Geographic Location

• New York City, New York, United States (headquarters of Novig, the company behind the advertisement)