Sydney Sweeney claps back at criticism over Novig sports campaign

Sydney Sweeney has responded to online criticism of her provocative Novig sports campaign by highlighting prominent athletes who have previously appeared nude on magazine covers.

The 29-year-old Euphoria star shared a series of social media images featuring athletes including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki.

Sweeney appeared in one image holding footballs over her upper body.

The posts came after Sweeney faced criticism for her partnership with Novig, a sports trading app.

Some social media users accused the campaign of sexualising a predominantly male-dominated sporting environment and reducing women to their bodies.

One critic wrote, "As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and deeply disappointed by this campaign." Another described the campaign as "a slap in the face to every professional female athlete".

However, the campaign also received support online. One user called it "the greatest ad in sports and sports betting history," while another wrote, "Keep it up Sydney!"

Sweeney previously addressed the campaign in a statement, saying, "The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge."

The actress has previously faced criticism over provocative material, including her role in Euphoria and her 2025 American Eagle campaign.