“As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and deeply disappointed by this campaign,” read the most liked comment on the video.
“We’ve spent years fighting to be seen and respected for our talent, strength, and achievements – not reduced to our bodies.”
Sydney Sweeney has faced criticism after baring her body in a provocative campaign for the gambling app Novig. Photo / Sydney Sweeney
Sweeney defended the campaign as a light-hearted attempt to celebrate sport.
“The campaign was about embracing a fun idea,” Sweeney said in a statement, according to Variety.
“The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”
Some commentators were not convinced.
“This is a slap in the face to every professional female athlete,” another user wrote, while another asked, “How do we cancel this?”.
Despite the negative comments, the posts are driving huge engagement with views, likes and the occasional compliment.
“This is the greatest ad in sports and sports betting history,” one said.
The Anyone But You actor appeared to respond indirectly to critics by sharing examples from ESPN’s Body Issue on her Instagram Stories.
Sydney Sweeney has fired back after facing criticism online for her provocative sports ad. Photos / ESPN
The posts featured high-profile athletes including Serena Williams, Megan Rapinoe, Rob Gronkowski and Jason Kelce, whose appearances in the publication celebrated athletic achievement and body confidence.
In recent weeks, Sweeney has made several red carpet appearances, including at the 2026 Venice Film Festival and an Armani Beauty event attended by well-known names from the entertainment industry, Fox News reported.
Despite the backlash, the campaign with Novig has generated significant engagement online.