Sydney Sweeney's Provocative Novig Sports Ad Sparks Backlash Over Eugenics Claims

• Sydney Sweeney appeared naked in a provocative sports ad campaign for betting company Novig, posing with American footballs, a tennis racket and a baseball bat
• The Euphoria actress joined Novig not just as its face but as a strategic partner and equity holder in the company
• Critics slammed the campaign online, with some accusing it of carrying undertones of eugenics and white supremacy

Sydney Sweeney has landed herself in hot water after starring in a series of provocative shots for sports betting company Novig, with critics online accusing the campaign of carrying deeply troubling undertones.

The Euphoria actress, known for her breakout role as Cassie Howard in the HBO series, unveiled the national advertising campaign on 12 September 2026 in America. In it, Sweeney is seen naked or scantily clad, posing with a range of sporting equipment including American footballs, a tennis racket and a baseball bat. One shot reportedly shows her lying naked on top of a basketball.

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Sweeney's role at Novig

Sweeney's involvement with the company goes well beyond a standard brand deal. She joined as a strategic partner and equity holder in Novig, making her a stakeholder in its growth while serving as the face of the campaign. The tagline from the company reads simply: "Just sports, obviously."

Despite what Novig likely hoped would be a buzzy, attention-grabbing launch, the campaign has ignited a fierce backlash. Several commentators accused it of featuring imagery with undertones some described as "eugenics" and "white supremacy," though the company has not publicly addressed those specific criticisms.

Watch the ad campaign that sparked the controversy here.

World of sports fumes

The ad has split opinion sharply on social media. Here is what people had to say:

@ameliaontrack wrote: "Thank you for undoing everything women try to build in sports :)"

@brandygontherocks said: "Love how @instagram allows for stuff like this, but the moment I post something in a swimwear, the post is removed"

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@weenmaster07 asked: "Why is no one understanding how disgusting this is…"

@pisskiss02 noted: "Zendaya didn't have to do all of this to stay relevant"

@jfxgram observed: "in the end she is really the girl playing in Euphoria"

@_simply_purvi_ wrote: "Absolutely for male gaze when u don't have anything for content."

Source: Briefly News