TO BOLDLY GO WHERE ESPN HAS GONE BEFORE: Sydney Sweeney’s naked betting advert ‘sexualizes’ women’s sport.

Sydney Sweeney has been accused of sexualising women in sport after appearing naked in a betting advert.

The Hollywood actress posed for Novig, a sports-prediction market company, in a video that has had almost one million views in four days.

The advert shows Sweeney sitting topless on a basketball hoop, saying: “So they wanted to show just sports.”

After saying “sports” nine times while playing tennis, golf, and baseball in various states of undress, she adds: “You can’t trade this, I just look good here. No betting on wars or deaths, and no politics. Just you and your take on sports.”

It closes with her walking away naked.

The 29-year-old Euphoria star has been criticised by female athletes, who have accused her of setting back women in sport.

Sweeney has set back sports all the way back to 2009, when ESPN magazine’s “The Body Issue” began running images such as these:

Does Lucy Davis, or any other hysterics claiming women's sports are being sexualized by Sydney Sweeney, have the same outrage for the times ESPN Magazine puts out is "Body Issue"???
Women were posing in the exact same manner, so explain the difference. https://t.co/2lme5lcA1c pic.twitter.com/3YikfpNcM2

— Brad Slager: CNN+ Lifetime Subscriber (@MartiniShark) September 14, 2026

Perhaps even as far back as 1995!

Sydney Sweeney is gonna make 100x more money in endorsements than she’ll ever do in movies simply because she met the moment. She’s the polar opposite of so much feminine representation today.

Today she’s a unicorn. In 1995, she’s one of an infinite number doing the same thing.

— Jesse Kelly (@JesseKellyDC) September 10, 2026

Which is why: No One Is Really Mad About Sydney Sweeney’s Latest Ad Campaign. “USA TODAY’s ‘mixed reporting’ angle is not journalism. It’s not reporting. It’s how the media elevates a few random online voices in support of their narrative, namely that Sydney Sweeney and provocative ads are the controversial, extreme position. This is a pattern. They did it with jeans, they’re doing it with Novig, and they’ll keep doing it.”