Sydney Sweeney's nearly nude ad is drawing backlash — but she might have the last laugh
Sports prediction app Novig is facing backlash for an ad campaign featuring Sydney Sweeney, which critics argue sexualizes women's sports. Despite the controversy, marketing data suggests the campaign successfully increased brand awareness and engagement among the target demographic.
Why it matters
The case illustrates the 'any publicity is good publicity' strategy in startup marketing and the ongoing debate over gender representation in sports advertising.
Sydney Sweeney has a history of provocative work. Chris Delmas / AFP via Getty Images Sydney Sweeney is at the center of controversy again after appearing in another head-turning ad campaign. Sports prediction app Novig has gotten buzz and backlash for Sweeney's nearly naked appearance. Peak Metrics found the campaign had generated more positive than negative posts online. Sydney Sweeney's nearly nude ad campaign has been met with backlash — but the stunt could pay off for sports prediction app Novig, an upstart looking to rival giants Kalshi and Polymarket. The ad campaign shows the "Euphoria" and "The White Lotus" star, bare aside from some strategically placed sports equipment. Sweeney also took an equity stake in Novig, the company said. Sydney Sweeney's partnership with Novig stirred up controversy.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in