14 September,2026 05:45 PM IST | Mumbai | mid-day online correspondent
Sydney Sweeney. Pic via Instagram
Sydney Sweeney has seemingly responded to the backlash surrounding her latest sports betting campaign, though the Euphoria actor has stopped short of directly addressing the criticism. After facing flak for appearing mostly naked in an advertisement for sports trading app Novig, Sweeney took to Instagram Stories to share images of athletes who have posed for similarly styled photoshoots.
The campaign, which featured Sweeney using sports equipment including footballs, basketballs, hockey gear and tennis racquets to cover herself, sparked criticism from athletes and social media users. Many argued that using her body to promote a sports-related betting platform sexualised women's sports at a time when female athletes continue to push for recognition based on their talent and achievements.
Now, Sydney Sweeney appears to have offered her own perspective, albeit indirectly. Amid the criticism, Sweeney shared photographs featuring sports personalities including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Caroline Wozniacki, Myles Garrett, Rob Gronkowski, Karl-Anthony Towns and Jason Kelce.
The posts appeared to highlight that athletes, too, have participated in stylised and revealing sports-related photoshoots. However, Sweeney did not accompany the images with a direct statement explaining her stance on the controversy.
Her response comes after several athletes publicly expressed their disappointment with the Novig campaign. Retired Olympic swimmer Ariarne Titmus criticised the advertisement, "Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but also to every woman who enjoys sports for what it really is - teamwork, friendship, dedication, excellence, and unity. How do we live in a world where monetising a woman's body and sexualising women's sport is still a thing?"
Australian swimmer Lani Pallister also responded by sharing footage of her training, races and medals, contrasting the campaign with her own experience of what sport represents.
Professional boxer Skye Nicolson, as reported by The Guardian, also drew a distinction between women embracing their femininity and companies using sexuality as a marketing tool for sports.
The criticism adds to Sweeney's history of finding herself at the centre of advertising controversies. The actor previously faced widespread discussion over her 2025 American Eagle campaign, which became a talking point online.
With her latest Instagram Stories, Sweeney has seemingly chosen to respond through comparison rather than a direct defence of the advertisement. Whether the move will settle the debate remains to be seen, particularly as several athletes continue to question the campaign's approach to women and sport.
On the work front, Sweeney continues to be one of Hollywood's prominent young actors, with her performances in projects including Euphoria and The Housemaid keeping her in the spotlight.
