Novig. A small gambling company who sparked a huge controversy. In case you missed it, Sydney Sweeney recently collaborated with the American company to promote its use by posing completely nude with cleverly placed sports equipment whilst repeating the phrase “just sports”. A now viral advert, it has attracted criticism around the world for its sexualisation of women in sports (an industry that is already difficult to access). But not only does this advert diminish female athletes and the fight to be taken seriously, it speaks to a wider issue of women still being seen as props to promote sales, and their only worth being derived from their body. So was it “just sports”, or just offensive?
How did we get here? Well, women were only supported in the sporting industry in the last forty years or so. Prior to this, women were encouraged solely into ‘sex appropriate’ sports such as horseback riding and swimming, though these came with their own caveats of side saddle and impractical swimwear. The Second World War afforded more opportunities to women with the decrease in male competitors, and eventually catalysed formation of the Commission on Intercollegiate Athletics for Women in 1976, a US collective that was the start of representation of female athletes. The UK was somewhat slow to act, but eventually followed in the footsteps of the US with the creation of the Women’s Sport Foundation in 1984.
From here there have been some improvements, but the sports industry still has a long way to go to fully accepting women as a valued part of the community. Although there has been an increase in coverage of women’s sport by 11% in recent years, this rise only brings current numbers to 15% overall. This is a long way off equality. In terms of large sporting events there has been positive change recently with the Paris Olympics achieving gender equality among its athletes, however that was only in 2024. In other words, very recently.
But what does this have to do with the Novig advert? It has taken years for women to not only access sport but be taken seriously. To be seen as more than a body. While Novig had an opportunity to make women in sports a positive focus, they instead portrayed them as a commodity. They have implied that the only value a woman has is how they look, not what they can do. While it is disappointing that we are seeing such sexualisation in 2026 it is not a new concept: a 2011 study shows that teenaged boys are more likely to speak of the athleticism and sporting capability of male athletes, whilst female athletes are reduced to physical appearance and perceived attractiveness. This advert contributes to the problem.
Further issues are found in Novig’s reach. Although Novig has a minimum age requirement of 21, the advert was circulated everywhere, including social media sites such as Instagram and TikTok who have a minimum age of 13. Is it healthy to be showing such objectification to teenagers? Additionally, Novig’s status as a gambling site reinforces the idea that women are props to be used as a selling point. That their perceived sexuality is their only worth. That their purpose is to be bought and sold. The advert was somewhat reminiscent of the previous ‘Grid Girls’ of F1, whose 2018 ban finally occurred due to its inherent objectification of women and perceived inferiority to men. Novig’s advert seems to have emulated the Grid Girls through its placement of a heavily objectified woman at the centre of its campaign.
But why does it matter? Surely it is each individual woman’s decision to pursue sports? According to Women in Sport, it is more complicated than that. 68% of girls disengage from sports after primary school due to a fear of being judged by others. 61% quit due to a lack of confidence. 43% cease activity due to not feeling safe outside. But it doesn’t stop there: Women’s Running report that 64% of girls drop out of sports by age 16 due to the wider perceptions of men and women. While boys are described from a young age as brave, competitive and strong, girls are defined only as pretty, which the display from Novig reinforces. It is easy to see why people are angry.
However there is a silver lining. In the wake of the advert going live, athletes around the world have come together to show what sports means to them. Compilations of athletes giving everything they have to their vocation have sprung up all over the internet. Athletes from every background have been showing what they can do under the message “this is what women in sports look like”. Whether it’s gymnastics, running or HYROX (though we don’t talk about the Beijing incident) it has been incredible to see women come together to prove Novig wrong. To show them that they are more than what they look like, and squash a highly problematic depiction of women in sport.
There is an argument that Sydney Sweeney is not entirely to blame. Although she approached Novig initially and has equity in the company (meaning she will profit from this advert), Novig agreed to produce the content. This speaks to the overarching issue of women being seen as a commodity: property to be bought and sold. It is clear that Novig is at fault here, however Sweeney ultimately chose to participate in the advert. Such a decision is concerning, particularly when coming from someone who has spoken out about the sexualisation of women in the entertainment industry. How is sport any different?
Sweeney’s decision is particularly confusing given her previous discussions of her role as Christy in the biopic of the same name. This film portrayed the life of the titular boxer and her career as a woman in a traditionally ‘masculine’ sport. It is interesting that this experience – and the connection Sweeney made between Christy and her own fight to be taken seriously – was forgotten during the creative process.
This advert was a disappointment for many reasons. The sexualisation of women has to stop; there is more value to women than how they look. We are more than a mere prop in a sales scheme. However it also speaks to a wider issue around the perception of female athletes and their acceptance in the sports industry. It is concerning that women are still being denigrated in this way – reduced to ornamental value rather than being appreciated for who they are and what they can do. So no, it’s not just sports. That advert was plain offensive.
