Sydney Sweeney has appeared in a second advertisement for Novig, a sports prediction platform, following criticism of an earlier campaign by some female athletes and other commentators.
In the new spot, posted to Instagram, Sweeney wears Novig underwear and uses footballs to cover herself. She jokes about people betting on the color of her underwear and refers to someone wagering retirement savings on a war before describing Novig as focused on sports.
The ad follows an earlier Novig campaign in which Sweeney posed with sports equipment. Swimmer Ariarne Titmus criticized that campaign as a “kick in the face” to women who have devoted their lives to sports, according to the supplied report. Gymnast Gracie Kramer and sprinter Amy Hunt also objected to how it portrayed women in sports.
Sweeney later shared images of well-known female athletes who had posed for ESPN’s Body Issue. The report cites communications executive Adrienne Uthe, who said women should be able to make choices about their image even when others disagree, and that critics are entitled to their views. Novig defended the first ad as a playful idea made with confidence and humor.
The report says the new Instagram post received supportive comments from some users. It also recounts controversy over Sweeney’s 2025 American Eagle campaign, which prompted accusations from some social media users that its wordplay carried racial undertones; others defended the promotion.
The supplied material does not establish how broadly audiences responded to the latest advertisement or provide a response from the athletes who criticized the first one.
