Olympic athletes have vocally condemned a sports betting advertisement featuring Sydney Sweeney, which showcases her in minimal clothing while engaging in various sports. This campaign, for Novig, a US sports prediction market company, has drawn backlash for allegedly sexualizing women's sports.

Retired Olympic swimmer Ariarne Titmus, a four-time gold medallist, expressed her outrage on Instagram, stating, "I can’t describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity."

Athletes have quickly rallied to denounce the advertisement while emphasizing the skills and achievements of women in sports. Inspired by Gracie Kramer, who initiated the movement with her quote, "this is what a woman in sport looks like," Lani Pallister shared a video documenting her training, races, and medals. Similarly, track sprinter Bree Rizzo highlighted her career achievements, while the Australian Institute of Sport showcased various sports like archery and gymnastics along with women’s sports science.

Tilly Kearns, a water polo silver medallist, voiced her disdain, stating, "I absolutely fking hate Sydney Sweeney’s new sports ad." Skye Nicolson, a world champion boxer, pointed out the difference between looking "sexy" in sports and using sex to sell sports, asserting, "There is nothing wrong with looking good and doing sport while embracing your femininity."

While some social media users directed their anger at Novig, it's important to note that Sweeney is not just the face of the campaign but also a "strategic partner and equity holder." The controversy echoes a previous backlash from a 2025 campaign involving American Eagle, which Sweeney later acknowledged had created divisiveness.