Sydney Sweeney is facing renewed criticism, this time over an advert for sports trading app Novig, in which she appears mostly naked with sports balls and uniforms positioned over her body while repeating the word "sports." The actress, who also joined Novig as a strategic partner and equity holder, has been accused by critics, including women working in the sports industry, of reinforcing the sexualisation of women in a field already dominated by men, with some arguing the campaign undermines efforts to be taken seriously professionally.

The backlash has played out across TikTok and Instagram, with commenters calling the ad "disgusting," "pathetic" and "inappropriate," and questioning how it secured mass engagement, reportedly 22.4 million views, despite garnering fewer than a million likes. Novig describes itself as the only prediction market enforcing a 21+ age requirement, prompting some to argue the ad itself warranted an age restriction. Sweeney has defended the campaign as "embracing a fun idea" with "confidence, humour and a playful edge," while neither she nor Novig had responded to requests for comment at the time of publication. This follows her 2025 American Eagle jeans campaign, which also drew widespread controversy.