Novig Campaign With Sydney Sweeney Draws Criticism From Female Athletes

A sports betting campaign featuring actress Sydney Sweeney has drawn criticism from Olympians and female athletes, putting prediction market platform Novig at the centre of a debate over women in sports marketing.

Launched before the NFL season, the campaign promotes Novig’s sports prediction products and shows Sweeney alongside footballs and tennis rackets while wearing minimal or no clothing. Several current and former athletes have criticised the campaign, arguing that it reinforces outdated stereotypes and shifts attention away from athletic achievement. 

British sprinter Amy Hunt appeared to reference the advert after competition, stating: “This is what women in sport look like,” while American gymnast Gracie Kramer also criticised the portrayal. 

Kramer argued that female athletes have spent years fighting to be recognised for performance and described the campaign as a setback for women’s sport. Retired Australian swimmer Ariarne Titmus questioned why women in sport are always marketed through physical appearance instead of sporting accomplishment. British athlete Lucy Davis similarly called for an end to the sexualisation of women in sport.

Sweeney responds as the campaign attracts wider public attention

Sweeney shared photos and videos from the Novig campaign on Instagram, captioning the post, “it’s gamedayyy @novig #novigpartner,” while maintaining that the advert was intended as a light-hearted campaign focused on sport.

People reported that she also appeared to address criticism by sharing images from ESPN The Magazine’s Body Issue featuring athletes including Megan Rapinoe, Serena Williams and Ronda Rousey.

Variety reported that Sweeney lost more than 200,000 Instagram followers within days of the launch. The controversy comes as more betting operators and prediction market platforms use celebrity partnerships to compete for customers around major sporting events.

Novig face regulatory challenges over sports event contracts

The advertising dispute comes while Novig is dealing with regulatory pressure in the United States. Last month, the company filed a federal lawsuit against the Wisconsin Department of Justice, arguing that its sports-event contracts fall under federal commodities laws.

Novig maintains that its products are federally regulated event contracts rather than traditional sports betting. Wisconsin officials argue that the contracts resemble sports wagers and should therefore be governed by state gambling laws.

The dispute reflects a wider legal conflict between prediction market operators and state regulators over authority to oversee sports-related event contracts.

Prediction markets keep expanding despite legal and industry resistance

Prediction markets keep growing across the US, attracting operators, investment and customer interest around sports contracts. Companies in the sector argue that their products are distinct from sportsbooks because they operate through federal regulatory frameworks.

Traditional gambling groups remain concerned that prediction markets are competing for the same customers without equivalent state licensing requirements. Earlier this month, the American Gaming Association projected legal NFL betting handle would remain largely flat at $29.5 billion for the 2026 season while prediction market activity rises.

The Novig campaign shows the risk of using celebrity-led attention without considering how the creative sits within the wider sports culture. In a market already under pressure over advertising practices, controversy around public representation can further compound the current regulatory situation.