Actress Sydney Sweeney lost 204,848 Instagram followers within days of debuting a nude advertisement for the sports betting platform Novig, according to social media analytics firm Social Blade. The campaign, which features Sweeney using sports equipment to cover herself, has drawn both criticism and defense from public figures.
Sweeney’s response and campaign details
Sweeney, who has over 25 million Instagram followers, initially gained 50,000 followers after the ad’s release but saw a sharp decline in the following days. She has not publicly apologized, instead defending the campaign’s intent. In a social media post, Sweeney highlighted similar nude advertisements by female athletes, including U.S. soccer star Megan Rapinoe, Serena Williams, and Ronda Rousey, as well as male athletes like Myles Garrett, Rob Gronkowski, and Jason Kelce, to argue that her ad aligns with existing norms in sports marketing.
Sweeney told Variety that the campaign aimed to "embrace a fun idea" focused on sports, stating: "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." She added that she was drawn to Novig because the platform restricts betting to sports events, excluding politics, celebrities, or current events.
Athletes push back on the ad’s framing
Criticism of the ad has come primarily from female athletes who argue it sexualizes women’s sports. British sprinter Amy Hunt, who won four gold medals at the European Championships, criticized the ad during a post-race interview, stating: "Sydney Sweeney, this is what women in sport look like. 21.4 [seconds, the winning time of Melissa Jefferson-Wooden], muscles, hard work, sweat, blood, tears. This is a beautiful evening."
Four-time Olympic swimming champion Ariarne Titmus also expressed frustration on social media, writing: "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."
The ad has amassed 1.1 million likes on Instagram since its release, though the backlash has sparked broader debate about the sexualization of female athletes and the boundaries of body positivity in sports marketing.