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A new gambling advertisement featuring actor Sydney Sweeney has sparked criticism for its sexualised portrayal of women which critics say promotes gambling to a younger male audience and shames athletes' hard work. The piece draws attention to the broader responsibility of sports‑linked brands in shaping cultural norms.
The recent advertising campaign launched by the sports betting firm Novig has ignited a firestorm across social media, political commentary and the sports world alike.
Central to the spill is the decision to feature Hollywood actress Sydney Sweeney, a figure whose public persona has oscillated between edgy indie roles and mainstream glamour. In the commercial, Sweeney is portrayed in a heavily sexualised manner - standing on a basketball hoop, her body partially obscured by suggestive clothing - while the background and voiceovers drench the scene in a lazy, flashy hype that appears designed specifically for a youthful male audience.
Such imagery has drawn criticism from those who argue that the ad detracts from the seriousness of sport and instead encourages a culture of gambling among vulnerable viewers. Public reaction has been swift. A sizeable contingent of athletes, commentators and everyday netizens have taken to social media to protest what they see as the commodification of women's bodies.
English sprinter Amy Hunt, whose own stories of perseverance and discipline in the world of athletics have earned her a reputation for integrity, took to her platform to call out the ad as an example of a broader cultural failure. Hunt stated that "we, as women, are already underrepresented in advertising; to use a celebrity who is not connected to sport itself only reinforces the idea that simply looking a certain way is enough.
" She went on to stress the importance of celebrating hard work and dedication rather than becoming an object of desire. Critics have also highlighted a deeper problem: the powerful messaging behind the ad does more than sexualise a woman. The commercial depicts gambling as a lifestyle and frames it as glamorous, thereby sending a potentially harmful signal to young people, especially men in the sports‑watching demographic who are increasingly engaged on smartphones.
By linking gambling with the thrill of sport, Novig is essentially promoting gambling as a form of entertainment rather than simply a consequence of risky decision‑making. The psychological impact of such messaging is well documented, with studies linking advertising that normalises gambling with increased susceptibility to addiction. For Sydney Sweeney, the controversy is not the first of its kind. Her past work, notably a provocative campaign for American Eagle, has brought her career under scrutiny.
She herself has been rare in addressing questions about her public and private personas beyond a refusal to push back on industry expectations. Her decision to partner with Novig - and to hold an equity stake in the company - suggests a business calculation rather than a creative statement. The current conversation has already moved beyond the individual.
Industry stakeholders argue that sports-oriented brands should serve as role models, both in terms of promoting fair play and championing positive social values. This is a chance for the gambling industry, notorious for its morally ambiguous marketing, to rethink how it frames its products. Conversely, opponents caution that should the message be allowed to go unchallenged, the cultural narrative that equates gambling with ambition and success may become hard‑to‑erase.
If the global community acts swiftly, the ad will likely wane and the hype will fade, albeit not before leaving its mark. Yet, the real value of this debate lies in what follows: the potential for increased demand for ads that highlight real athletic endeavour, celebrate hard work, and elevate other women instead of titillation. This shift would provide a healthier narrative for young people and a more dignified image for women in athletic and marketing spaces. Title: "Novig's Sex‑Toned Campaign Sparks Outrage Over Women in Sports
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