New sports ad with Sydney Sweeney faces intense criticism

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By Daniel Taylor • Updated Sep 13, 2026 at 01:40

Sydney Sweeney's new Novig ad has faced intense backlash.

The Hollywood Reporter says critics label the ad sexualized and flag harm to women in sports.

A number of people contend the ad is proof that women in sports face disrespect.

An outgoing cast member from SNL also joked about the topless spot.

Separately, Barron's reports that prediction markets featuring Sweeney and LeBron James are kicking off an NFL advertising push.

Sweeney addressed the Novig partnership in a Complex interview centered on a new Just Sports push.

The ad has been labeled as inappropriate and disgusting.

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