Athletes Slam Novig’s Prediction Market Ad Featuring Sydney Sweeney

^{Novig’s ad featuring Sydney Sweeney. Athletes: Ariarne Titmus (top), Jocelyn Bartram (middle), Gracie Kramer (bottom)}

Olympic champions and other athletes have criticized an ad for sports prediction market platform Novig featuring actress Sydney Sweeney, accusing it of sexualizing women in sport, according to ABC News.

One of the strongest reactions came from four-time Olympic swimming champion Ariarne Titmus.

Titmus called the ad “an absolute joke” and described it as “a kick in the face” to women who have dedicated their lives to sport. She also questioned why women’s bodies are still being used to attract attention to women’s sports.

Australian field hockey goalkeeper Jocelyn Bartram said the campaign felt “so out of touch,” adding that female athletes have spent years fighting to be recognized for their talent and skill rather than their appearance. Boxer Skye Nicolson urged companies to “stop sexualizing women in sport.”

Olympic silver medalist Tilly Kearns, who plays water polo for Australia, said she “hates” Sweeney’s new ad. American gymnast Gracie Kramer was among the first athletes to respond with her own video celebrating women’s sports, with several others later following suit.

Novig launched its “Just Sports” campaign on September 9. The campaign video, Sweeney appears nearly nude while playing tennis, golf, baseball and hockey and posing with sports equipment. She has also joined Novig as a strategic partner and equity holder.