Sports
Female athletes condemn Sydney Sweeney betting advert as sexualising women's sport
September 14, 2026 at 11:31 AM · Updated 32d ago
Coverage
4 reports · over 15 hours
TGThe Guardian
‘Sydney Sweeney, this is what women in sport look like’: female athletes spark backlash against viral advert
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TGThe Guardian
Sydney Sweeney’s prediction ad is cynical, unhealthy and reveals plenty about modern sports | Jane McManus
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BNBBC News
Sydney Sweeney: Amy Hunt among the athletes to respond to controversial Sydney Sweeney advert
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TGThe Guardian
Sydney Sweeney under fire for ‘sexualising women’s sport’ in sports prediction ad
(opens the publisher’s site)Female athletes have criticised a sports betting advert by US company Novig depicting actress Sydney Sweeney in minimal clothing, saying it sexualises women's sport.
- Novig, an American sports prediction company, launched the campaign featuring Sweeney, who a company statement said joined as "strategic partner and equity holder."
- British sprinter Amy Hunt, after finishing fourth in the 200m at the Ultimate Championship in Budapest, told BBC Sport: "Sydney Sweeney, this is what women in sport look like."
- Four-time Olympic swimming gold medallist Ariarne Titmus called the advert "a kick in the face to every woman who has dedicated her life to perfecting her craft."
- Athletes posted training montages in response, a trend started by gymnast Gracie Kramer and joined by swimmer Lani Pallister and boxer Skye Nicolson.
- Cyclist Sophie Capewell joined the criticism, accusing the advert of demeaning and sexualising women's sport.
- Novig chief executive Jacob Fortinsky publicly defended the advert against the athletes' criticism of the campaign.
- Public relations consultant Mark Borkowski described the Novig campaign that sparked the backlash as 'cynical soft porn'.