Novig’s Sydney Sweeney ad sparks backlash from Northeastern experts

Northeastern University experts say Novig’s national ad campaign featuring actress Sydney Sweeney nude with sporting equipment, launched Sept. 9, sparked backlash due to its overt sexuality and objectification, which they argue overshadows the sports betting app’s intended message. The campaign, which claims Novig “is just sports,” drew criticism from media psychologists, female athletes, and social media users. Experts noted the ads reinforce traditional gender stereotypes rather than celebrating athleticism, with British sprinter Amy Hunt contrasting Sweeney’s image with the reality of women in sport. Novig, a peer-to-peer sports prediction app, appears to have aimed for virality through edgy content, said experts. Sweeney, an equity holder, defended the ads by comparing them to ESPN’s “Body Issue,” but critics called that comparison disingenuous, noting the difference between celebrating athletes and catering to male voyeurism.