Female athletes criticize Sydney Sweeney's sports app commercial

[Sylvia]

Sydney Sweeney Faces Backlash for Sexualized Novig Ad: “Exactly Why Women in Sports Aren’t Taken Seriously”

Many online users, including women who work in the sports industry, have shared their frustration with the actress' campaign for the sports trading app, which features multiple shots of her mostly naked body covered with different sports balls and uniforms.

www.hollywoodreporter.com

Others took to Sweeney’s Instagram comments, including one user who called out Instagram’s inconsistencies with taking down potentially sexualized content. “Love how @instagram allows for stuff like this but the moment I post something in a bikini , the post is removed,” they wrote, while another added, “22.4 million views but not even 1 million likes… why? Because this is not what we want for our sports ads. ESPECIALLY when kids like and follow sports as well.”
Other descriptors for the ad in the Anyone But You star’s comments include “disgusting,” “pathetic,” “sad” and “inappropriate.”
The Hollywood Reporter reached out to reps for Novig and Sweeney for comment but did not hear back by the time of publication.

'Sydney Sweeney, do better': Aussie Olympians pillory sport betting ad

A slew of elite athletes take aim at Sydney Sweeney for setting back women in sport over an advertisement for a sports betting company featuring the actress mostly nude.

www.abc.net.au

Dozens of athletes have taken aim at a highly sexualised advertisement for a betting company featuring actress Sydney Sweeney, accusing it of belittling women in sport.
The ad shows Sweeney in little to no clothing as she plays mock tennis, golf, baseball and ice hockey, holds basketballs, footballs and a soccer ball, and boasts about punters being able to bet on "just sports".
"So they wanted to show just sports," she says while perched topless on top of a basketball hoop.
After saying "sports" nine times, she appears topless on a pool table, before saying: "You can't trade this, I just look good here."

Madeline Schizas' Instagram video addressed to Sweeney just popped up on my timeline so I went online to find the context:

Madeline Schizas on Instagram: "It really is that serious, thanks for asking. #womeninsports #femaleathlete #girlsinsports #sydneysweeney"

2,352 likes, 36 comments - maddieschizas on September 13, 2026: "It really is that serious, thanks for asking. #womeninsports #femaleathlete #girlsinsports #sydneysweeney".

www.instagram.com

 

[vgerdes]

You know, in some ways I almost admire Sydney for being so unapologetically sexy. She likes to flaunt her assets and she doesn't really care if it bothers others. But I do devoutly wish she would have had more care for the optics in this case. Female athletes have a hard enough time being recognized for their skills and talent over the way they look.

 

[PRlady]

She’s become the MAGA princess. I think of her White Lotus character and conclude it was typecasting.

 

[vgerdes]

She’s become the MAGA princess. I think of her White Lotus character and conclude it was typecasting.

Pretty much. Like I said, I could almost admire her confidence and refusal to bow to critics if it weren't for the cringe-worthiness of the messaging behind some of her recent commercial work.

 

[Aussie Willy]

Typical of sports betting companies to use this kind of strategy to attract attention to their product.

• Diminish real sports women by wrapping up all of their achievements in one actress who doesn't even play sport
• Get social media keyboard culture warriors to treat any woman who complains like sh*t and gaslight that they are overreacting
• Get the women who envy Sweeney's body supporting her "empowerment" of women
• Point to a double standard about women who have done photo spreads (eg Serena Williams, Ilona Maher) even though the message is totally different
• The advertising company and sports betting company get congratulated for coming up with a campaign that gets the response they wanted and all media commentators will say what a brilliant strategy it is. And those against it will despair that it was so successful.

In the meantime those who get outraged about "protecting women's sports" will tell women they should be grateful that Sweeney has raised the profile of women's sports.

BTW - the people who came up with this stunt are the same kinds of people who took bets on the time that someone would throw a dildo on the court during a women's basketball match.

It is so depressing that it comes to this.

 

[Sylvia]

Natalie Taschlerova:

Natálie Taschlerová on Instagram: "Yeah it’s really that deep! #czechgirl #athlete #womeninspiringwomen"

1,126 likes, 27 comments - nat_taschlerova on September 14, 2026: "Yeah it’s really that deep! #czechgirl #athlete #womeninspiringwomen".

www.instagram.com

 

[Anemone]

Canadian gymnast Ellie Black posted as well.

Ellie Black on Instagram: "Think you know sports? Prove it. OK. More girls and women deserve the chance to fall in love with sport - for the strength it builds, the confidence it creates, the friendships it brings and the joy of discovering what the

17K likes, 151 comments - ellieblack_ on September 14, 2026: "Think you know sports? Prove it. OK. More girls and women deserve the chance to fall in love with sport - for the strength it builds, the confidence it creates, the friendships it brings and the joy of discovering what their bodies...

www.instagram.com

I have also seen responses/quotes from other female Canadian athletes, including diver Molly Carlson, canoeist Sophia Jensen, and ski jumper Alexandria Loutitt.

 

[Sylvia]

Angela Wang (currently enrolled in the University of Miami's Doctor of Physical Therapy program after many years of skating on RC ships):

Angela • Professional Ice Skater on Instagram: "Bc it IS that serious."

angelawangster on September 15, 2026: "Bc it IS that serious.".

www.instagram.com

 

[Sylvia]

Coach Jackie J shared thoughts on this topic back on Sept. 12:

Coach Jackie J on Instagram: "Anyone who had YES on “Coach Jackie mentions Sydney Sweeney” just hit BIG #sydneysweeney #kalshi #womenssports"

62K likes, 450 comments - jcubedhax on September 12, 2026: "Anyone who had YES on “Coach Jackie mentions Sydney Sweeney” just hit BIG #sydneysweeney #kalshi #womenssports".

www.instagram.com

More about Jackie's passion for women's sports:

Obama Foundation on Instagram: "One person can change how the world sees something, but first, they may have to change the way they see themselves. During a recent visit to the Obama Presidential Center, Coach Jackie (@jcubedhax) shared how some di

13K likes, 217 comments - obamafoundation on September 8, 2026: "One person can change how the world sees something, but first, they may have to change the way they see themselves. During a recent visit to the Obama Presidential Center, Coach Jackie (@jcubedhax) shared how some difficult...

www.instagram.com

One person can change how the world sees something, but first, they may have to change the way they see themselves.
During a recent visit to the Obama Presidential Center, Coach Jackie (@jcubedhax) shared how some difficult moments as a young soccer player helped set her on a path to bring change home.