Sydney Sweeney responds to backlash after posing naked for sports ad

| Senior TV Reporter Published September 14, 2026 2:02pm Updated September 14, 2026 2:02pm Sydney Sweeney is in hot water… again (Picture: Novig) Sydney Sweeney has shared a unique response to the ongoing furore over her new nude sports betting ad campaign. The Hollywood star, 29, sparked backlash after partnering with sports trading app company Novig on a series of adverts in which she is either scantily clad or entirely naked, with various sports equipment covering her intimate areas. As well as fans more generally slamming the Euphoria actress for sexualising women in sports, female athletes have also shared their disappointment in the provocative ad campaign. Olympic swimmer Ariarne Titmus described feeling ‘infuriated’, adding: ‘Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity … ‘How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?’ After an event, British sprinter Amy Hunt also condemned the screen star, saying: ‘Sydney Sweeney, this is what women in sport look like’ and that ‘when you’re a woman in sport, it’s not pretty. It’s not glamorous. It’s not sexy all the time, definitely.’ The ad campaign sparked backlash from a string of high-profile female athletes (Picture: Novig) Turning to her own Instagram, Sweeney shared a series of images of both male and female athletes starring in their own stripped-down promo photoshoot for ESPN, including Serena William, Megan Rapinoe and Caroline Wozniacki. Over with the men, she included sports stars like Myles Garrett and Jason Kelce. In a statement when the ad campaign was released, she called the concept all ‘about embracing a fun idea.’ She continued: ‘The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humour, and a playful edge.’ On her Instagram story, she shared a series of nude shots from various athletes on ESPN’s body issue (Picture: ESPN) Meanwhile, The Housemaid star told Complex she has a lot of love for the sporting world. ‘I played sports growing up. I was on a soccer team, I was on a softball team, I was on a snow ski team. ‘I learned how to slalom ski when I was little, and I did MMA. So sports have been a really big part of my life, and I love watching hockey and boxing, especially after playing Christie Martin,’ she reflected, adding that closely collaborating with the team on the vision was important to her. Just days ago, Novig CEO Jacob Fortinsky told Front Office Sports: ‘Sydney is great at captivating audiences and being the centre of attention. In some sense, it forces us into the national discourse.’ This is not the first time the Euphoria star has been at the centre of an ad controversy (Picture: Novig) He’s not wrong. This latest scandal comes a year after she found herself at the centre of yet another ad campaign scandal for American Eagle jeans, which played on the fact that it’s pronounced the same as ‘genes’. Naysayers at the time accused the star of promoting eugenics with the ad, but the actress herself admitted that the ‘reaction definitely was a surprise’. Deals of the Day Topman’s new-season collection has arrived and prices start at just £10 An Instagram mattress left me with back pain – this one completely changed my mind Book Val d'Isère, Val Thorens and Tignes for less in Club Med's ski sale Save 25% on red light therapy masks, sauna blankets and sleep gadgets in Bon Charge sale The viral LED face mask with over 350 lights that's currently discounted by £100 She added that she was ‘against hate and divisiveness’. Switched On Get plugged into the week’s must-watch shows, unmissable moments, and expert reviews with Metro TV Editor Sabrina Barr.