Sydney Sweeney’s nudity in the Novig ad isn’t the problem. How it is used is — and female athletes are paying the price

When Sydney Sweeney’s ad for Novig, a Sports Prediction market app, went viral, it kicked up a ton of conversation, even in my house. On some level, it felt distinctly anti-feminist of me to question how Sweeney presented herself in her ad. Then, as I debated the topic with my sister, I realized that I didn’t have any problem with her nudity per se. My problem was how the use of her nudity impacted a much larger issue I’m passionate about, one I think is incredibly unfair.

In the ad, Sweeney is essentially naked as she challenges people to prove that they know about sports on Novig. In every clip, sports equipment, her hair, and, in one tennis sequence, a set of underwear are the only reasons we don’t see everything. Is it different from the many sexualized ads out there? No. However, this ad hits differently because Sweeney is sexualizing sports, all while female athletes are fighting to be recognized for their capability rather than their sexuality. 

I believe that a quote from an article in NYT’s The Athletic, highlighted the issue the best and explains why so many female athletes have been angry about this too. Jenny Mitton, women’s sports lead at M&C Sport and Entertainment, told them, “The advert is reinforcing some of those outdated, misogynistic attitudes towards women. The problem is this is their (athletes’) life day in and day out. Spend two minutes in their social feeds and comments tell them they’re ugly or too muscly.”

A long fight to take a conversation away from gender

Every conversation around this ad comes back to the misogyny athletes have faced their entire lives. The pressure to look a certain way or dress in uncomfortable uniforms, while they face insults or dismissal for their physical capabilities. Surveys, as cited by Sport Resolutions, have found that female athletes still face an incredible amount of sexism on the field and online, from comments about being too masculine/ strong or ‘throwing like a girl.’ 

For instance, the Paris Olympics’ largest controversy surrounded two boxers, born female, who faced accusations of being men for their strength. This overall abuse, according to AXA Health, has led to 58% of women wanting to quit sports. This is already in a world where, per The Athletic, 64% of girls quit exercise by the time they are 16, potentially because the focus is always on what you look like, rather than what your body can do. 

This misogyny in sports also impacts how men evaluate the competency of female athletes. On an institutional level, women’s sports don’t receive the same kind of coverage unless it’s sports like beach volleyball or gymnastics with tiny uniforms. This, in turn, leads to pay discrepancies. The Doughnut noted that women athletes usually earn $15,232 per year, which is 150% less than the average male paycheck of $38,008.

The easiest way to demonstrate this everyday misogyny is to look at the pervasive belief some men have that they can beat professional athletes. In 2019, The Guardian noted that one in eight men believed they could score against Serena Williams. In 2024, The Self pointed out that even an Olympian runner got mansplained on how she should train. Just a few days ago, a YouTuber pitted men against an Olympian who they were sure they could outrun. 

This has also interrupted athletes’ lives in unexpected ways, where spectators interfere with athletes. Recently, at the CCC ultra marathon, a man jumped the barrier to cross the finish line with Caitlyn Fielder, who had just, for the first time in her career, crossed into elite status. 

So, is Sweeney to be blamed for this step back? That is a difficult question to address. Without any other context other than the ad, it can be aggravating to see people trying to place the blame on her for a marketing decision. It is, after all, her body and someone who has been typecast as a sex symbol by society. One who still struggles to be considered a serious actor. However, if you look closer, it gets murky.

Per Forbes, the ad was at least partly Sweeney’s idea. According to Novig’s team, she approached them with the idea of collaborating in exchange for an equity stake in the company. Now, the controversy has not only made Novig a recognizable brand, but it will also make them a lot of money. 

The Athletic noted that Sweeney seemed to respond to the controversy by posting past nude shoots done by famous female athletes like Williams. However, as an expert pointed out, she doesn’t have the background to make the choice:  “Sweeney doesn’t have the licence to utilise sport in that way. She can do it for herself. But when you start to use the vehicle of sport, you’re borrowing licence from others.”

I think that The Guardian criticism was not only the most damning, it was unfortunately accurate. They stated that by doing the ad, Sweeny and Novig showed that they only cared about money, not women’s sports. The thing is, I don’t think she meant to do something that would affect women athletes. She likely didn’t know that this was an issue thanks to the lack of coverage.

What I do hope is that she won’t dismiss what the athletes are saying and that maybe, just maybe, she will repurpose her platform to fight the same problem she got typecast into.