Sydney Sweeney’s sports ad for Novig drew backlash after the campaign launched on Wednesday. The ad paired her new role as a strategic partner and equity holder with sexualized imagery that critics said missed the point of a 21+ sports product.
Novig launched last month, and Sweeney said the campaign “was about embracing a fun idea.” She added: “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.”
Marissa Womack on representation
Marissa Womack, the manager of game day promotions and programming for the Harrisburg Senators, posted a TikTok video arguing that the criticism is about representation in a male-dominated industry. She said, “This [criticism] isn’t about me being jealous or insecure of [Sweeney]. … it’s about the fact that this is already a male-dominated field where we are constantly having to prove why we belong. it’s about having passions and joy working in this industry and when the only representation is sexualization, you see less and less young women wanting to pursue this industry!”
That response put the issue beyond a single ad frame. It tied the campaign to a wider argument about what women in sports-related work are shown, and what that image can signal to younger viewers deciding whether they belong in the field.
Novig and the audience reaction
Novig says its platform combines the mechanics of modern financial exchanges with a sports-first experience, and says it maintains a 21+ age requirement. Some users still argued that the ad could have carried an R-rated rating as well, while others said the imagery was inappropriate for a sports promotion that still reached a broad public audience online.
One TikTok user wrote, “I couldn’t believe when that ad came on the tv. I had my 2 children in the living room I had to yell at them to look away from the TV. I don’t understand WHY they would need to create such a [vulgar] ad,” while one Instagram user wrote, “Love how @instagram allows for stuff like this but the moment I post something in a bikini, the post is removed,” Another Instagram user wrote, “22.4 million views but not even 1 million likes… why? Because this is not what we want for our sports ads. ESPECIALLY when kids like and follow sports as well.”
Other commenters described the ad as “disgusting,” “pathetic,” “sad” and “inappropriate.” Novig and Sweeney did not respond by the time of publication, leaving the creative choice behind the mostly naked, sports-ball-covered imagery unresolved.
