A new promotional campaign for the sports prediction platform Novig has drawn sharp criticism from prominent figures in the athletic community. The advertisement features actor Sydney Sweeney performing various sports-related movements while wearing minimal clothing. The core of the controversy centers on the intersection of sports marketing and the portrayal of women, with critics arguing that the ad relies on sexualization rather than highlighting the actual skill and dedication of female athletes.

Retired Olympic swimmer Ariarne Titmus has been among the most vocal critics, publicly labeling the marketing strategy as outdated and offensive. According to reports, Titmus expressed significant frustration regarding the campaign, suggesting that such depictions represent a regression in how women in sports are marketed to the public. The criticism highlights a broader tension between the use of celebrity-driven marketing in the gambling industry and the efforts of female athletes to gain recognition based on their professional achievements rather than their appearance.

While the campaign aims to promote the Novig platform, the reaction from the athletic community suggests a disconnect between the company's creative direction and the values held by those currently competing at the highest levels of sport. As of now, the company has not issued a public response to the specific comments made by the athletes, and the discourse remains focused on whether the advertisement undermines the integrity of women's sports coverage.