The Marketability Trap: Why the Novig Ad is a Step Backward for Women's Sports

In the relentless pursuit of visibility, the sports industry often confuses 'marketability' with the male gaze, a collision currently playing out in the fallout of a viral advertisement for the sports prediction company Novig. As first reported by The Guardian, the commercial featuring actor Sydney Sweeney has become a flashpoint for female athletes who argue that the sexualization of sports is a barrier to respect rather than a bridge to visibility.

The advert—which garnered over 22 million views in its first two days—features Sweeney appearing nude, covered by sports equipment, and eventually appearing topless on a pool table. The imagery is paired with the claim that users can bet on "just sports," concluding with Sweeney stating, "You can’t trade this, I just look good here."

For the women who actually inhabit the arena, the ad is a distortion. British sprinter Amy Hunt, a four-time European Championship gold medalist, countered the ad's polished imagery with the raw reality of competition, citing muscles, blood, sweat, and tears. Australian swimmer and four-time Olympic champion Ariarne Titmus described the campaign as a "kick in the face" to women dedicated to excellence and craft, while British Olympic cycling gold medalist Sophie Capewell questioned why sexualized representation remains a primary lens for women in sport.

Novig founder and CEO Jacob Fortinsky defended the choice of Sweeney, noting her ability to captivate audiences and force the company into the "national discourse." Fortinsky added that Sweeney approached the company regarding an equity partnership and assisted in crafting the message.

However, the gap between corporate strategy and athletic reality is wide. While public relationship consultant Mark Borkowski told The Guardian that the "cynical soft porn" of the ad would likely benefit Novig through enormous reach, he questioned the long-term sustainability of such a brand association for Sweeney. Ultimately, the backlash—which included a viral Instagram post by American gymnast Gracie Kramer—highlights a fundamental tension: while the industry seeks to monetize the "look" of sports, athletes are fighting for the recognition of the work.