Sydney Sweeney’s Nearly-Nude Novig Ad Sparks Aussie Olympian Fury — Then She Claps Back

Sydney Sweeney just turned a sports-betting ad into a full-blown culture war — and Scoop is here for every spicy second of it.

The Euphoria star (and Novig equity holder) dropped a “Just Sports” campaign for the US prediction-market app that shows her basically naked, strategically covered by footballs, basketballs, hockey pads and other gear. Millions of views. Zero subtlety. Maximum Sydney.

Aussie Olympians did not clap.

Four-time Olympic gold medallist Ariarne Titmus called the ad “an absolute joke” and “a kick in the face” to every woman who’s dedicated her life to the craft — teamwork, friendship, dedication, excellence. Her message to Sydney was blunt: do better.

Water polo star Tilly Kearns, boxer Skye Nicolson, and other athletes piled on, arguing there’s a big difference between looking hot because you do sport… and using sex to sell sport.

Sydney’s clapback? She didn’t write a long apology essay. She posted Instagram Stories stacked with ESPN Body Issue shots of elite athletes who’ve posed nude before — think Serena Williams, Ronda Rousey, and more — basically: nudity + sport isn’t new, babes.

Then Novig CEO Jacob Fortinsky poured petrol on it. At a Front Office Sports event he said Sydney wasn’t just the face — she drove a lot of the visuals and the messaging. Equity partner. Creative lead. Chaos merchant.

Viral numbers? Tens of millions of views across Instagram and X. Brand awareness: sorted. Girlboss feminism discourse: absolutely unhinged.

Scoop’s verdict? The ad sold curves. The backlash sold the culture war. Sydney sold both.