Sydney Sweeney has come under fire from several Olympic and professional athletes over a new sports prediction advertisement that critics say sexualises women’s sport.

The actor features in a campaign for US-based sports prediction company Novig. In the advert, Sweeney appears wearing little or no clothing while pretending to participate in different sports. The campaign has sparked widespread criticism from athletes who argue that it reduces women’s sport to appearances rather than celebrating athletic ability.

Four-time Olympic gold medallist Ariarne Titmus strongly criticised the campaign. She said the advert was deeply frustrating and argued that women spend years developing their strength, skills and discipline to compete at the highest level.

Titmus questioned why women’s bodies continue to be used to market sports when female athletes have worked hard to gain recognition for their achievements.

British sprinter Amy Hunt also responded to the controversy after competing at the Ultimate Championships. Speaking directly about the advert, Hunt highlighted the physical demands of elite sport and pointed to Melissa Jefferson-Wooden’s winning 200-metre performance of 21.47 seconds.

Hunt said women in sport experience intense training, hard work and sacrifice. She stressed that elite competition is not always glamorous or attractive, despite how female athletes may be portrayed in advertising.

Other athletes have joined the response. Australian swimmer Lani Pallister shared footage of her training, races and medals to highlight the dedication behind professional sport. Sprinter Bree Rizzo also posted a career highlights video.

The Australian Institute of Sport joined the wider response by showcasing athletes from sports including archery, gymnastics, boxing and softball. The campaign was aimed at shifting attention towards the strength and achievements of women competing at the highest level.

Water polo player Tilly Kearns and world champion boxer Skye Nicolson were also among those criticising the advert. Nicolson said there was an important distinction between athletes looking attractive while participating in sport and using sexuality as a way to sell sport.

The controversy has also raised questions about Sweeney’s role in the campaign. While some critics have argued that Novig should receive most of the blame, Sweeney is more than just the face of the advertisement. The company has described her as a strategic partner and equity holder.

The backlash comes after Sweeney faced another advertising controversy in 2025 over an American Eagle campaign. That campaign drew criticism over its wording and references to inherited physical traits.

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