Sydney Sweeney has faced fresh backlash, this time from Olympic athletes, over an advertising campaign for the US sports prediction market company Novig, in which she is shown naked or scantily clad while imitating various sports. Critics say the advert sexualises and trivialises women's athletic achievement, prompting a wave of condemnation from professional sportswomen and reigniting scrutiny of Sweeney's advertising choices.

Four-time Olympic gold medallist swimmer Ariarne Titmus led the criticism on Instagram, calling the advert "a kick in the face" to women who have dedicated their lives to sport and questioning why "monetising a woman's body and sexualising women's sport is still a thing." Other athletes, including American gymnast Gracie Kramer and Australian swimmer Lani Pallister, responded with videos of their own sporting achievements captioned "this is what a woman in sport looks like." Novig has defended Sweeney's involvement, describing her as a "strategic partner and equity holder," while the row follows last year's controversy over her American Eagle "great jeans" campaign, which drew accusations of eugenics-linked messaging.