Sydney Sweeney’s nude betting ad sparks backlash and a dip in followers

When Sydney Sweeney posted a 60‑second video of herself barely covered by footballs, basketballs and a soccer ball, the internet didn’t stay quiet for long. The clip, meant to promote Novig – a new U.S. sports‑prediction market – shows the actress completely nude, using the equipment as makeshift modesty shields.

Within a day the post racked up more than a million likes and nearly three million shares, but the attention was far from all positive. By the following Wednesday, Social Blade reported that Sweeney’s Instagram count had slipped by roughly 200,000 – a loss of less than one percent of her 25.8 million followers, but enough to make headlines.

Even the numbers were a little bumpy. After the initial dip, the actress actually gained about 50,000 followers three days later, only to see another 136,848 disappear on Sunday and a further 68,000 the next day. The roller coaster suggests a polarized audience – some applauding the boldness, others walking away in protest.

Among the critics were a handful of high‑profile athletes. British sprinter Amy Hunt, fresh off a fourth‑place finish in the 200 m at the World Athletics Ultimate Championships in Budapest, took to camera and said, “Sydney Sweeney, this is what women’s sport looks like!” in a tone that left little room for ambiguity.

Australian four‑time Olympic gold‑medalist swimmer Ariarne Titmus also weighed in, writing, “I can’t describe how infuriated I feel when I watch this. It’s a kick in the face to every woman who has dedicated her life to perfecting her craft, and to every woman who loves sport for its teamwork, dedication, and unity.”

American gymnast Gracie Kramer added a short but pointed comment on Instagram: “Idk what Sydney Sweeney was doing but this is what a woman in sports looks like.” The brevity of her remark only amplified its impact.

Rather than retreat, Sweeney seemed to double down. Throughout the week she shared Instagram Stories featuring other athletes who had posed nude for various media projects, including several covers from ESPN The Magazine’s Body Issue, perhaps signaling that she views the controversy as part of a broader conversation about body positivity and sport.

Novig’s CEO Jacob Fortinsky defended the campaign, saying that Sweeney was heavily involved in shaping the visual concept and messaging. “It really was Sydney who’s driving a lot of the visuals and the messaging,” he told reporters. He also highlighted that the actress negotiated an equity stake in the company, meaning she now has a financial interest in the ad’s performance.

Fortinsky insisted the brand is “hugely supportive of women’s sports” and clarified that Novig “never intended to portray female sports” as the focus. “Sydney’s an actress,” he said. “We’re a prediction market that is focused on sports, and that was the story she was communicating.”

Whether the partnership will pay off remains to be seen, but the episode has already sparked a wider debate about the sexualization of women in sports marketing and the line between provocative art and exploitation. One thing is clear: in the age of instant reactions, even a celebrity with millions of followers can feel the sting of a digital backlash.