Sydney Sweeney doubles down on topless betting ad despite athlete backlash
Sydney Sweeney returned in a new Novig sports‑betting commercial, appearing topless, after criticism from female athletes who called the original ad a “kick in the face.”
Sydney Sweeney appeared topless in a new Novig sports‑betting commercial weeks after her first ad drew criticism from female athletes. The move shows the actress is willing to double down on a controversial marketing strategy, highlighting the tension between celebrity branding and gender‑based backlash.
In the latest twist of the controversy, Sydney Sweeney posted a second Novig sports‑betting commercial in which she is shown wearing only white underwear, while she quipped, "I mean, I’m flattered?" That self‑congratulatory line sits uneasily beside the earlier condemnation from Olympians and professional athletes who called the first ad a "kick in the face" to women in sports.
Fox News reports that the new spot was released weeks after the original campaign sparked a wave of backlash from swimmers, gymnasts and sprinters who accused the brand of sexualizing women’s sports through the male gaze. Despite the criticism, Sweeney’s team appears to be leaning into the controversy. Billy Bush told Jesse Watters that Sweeney secured equity in Novig before the ad amassed forty million views, calling the strategy "brilliant."
What we know
- The new commercial features Sweeney in white Novig underwear, covering herself with footballs while delivering lines about men betting on her underwear color.
- She posted the ad on Instagram, adding the line about being flattered.
- The original Novig ad, which showed Sweeney nearly nude with sports equipment, was condemned by athletes such as swimmer Ariarne Titmus, who called it a "kick in the face" to women who have devoted their lives to sport.
- Gymnast Gracie Kramer and British sprinter Amy Hunt also criticized the ad for presenting an inaccurate picture of women in sports.
- Supporters of the actress posted encouraging comments online, with some saying "Keep going girl" and "Here comes the wave of angry people."
- Adrienne Uthe, founder of Kronus Communications, said women have agency to make choices about their image, even if others disagree, and she does not see material damage to Sweeney’s career.
- According to Fox News, the ad was displayed in Times Square on September 16.
Sources
File photo: Toglenn / Wikimedia Commons, CC BY-SA 4.0