Sydney Sweeney is facing fresh controversy after a revealing new sports advertising campaign drew fierce criticism from female athletes — with tabloid reports claiming the Euphoria star has been mocked “in some quarters” as “Hollywood’s stripper.”
The 29-year-old actress stripped down to pose as a series of different athletes for sports trading platform Novig, in an ad that critics say sexualizes women in sport. The campaign, released earlier this week, has ignited a heated debate about where empowerment ends and exploitation begins in advertising.
Here is everything we know about the Sydney Sweeney sports ad backlash — what the ad shows, who has criticized it, where the “Hollywood’s stripper” insult came from, and how Sweeney has responded.
What Is the Sydney Sweeney Sports Ad?
Sweeney teamed up with Novig, a sports trading platform widely described in coverage as a sports betting company, for a provocative campaign in which she appears nude or partially clothed while portraying a series of different athletes.
Novig chief executive Jacob Fortinsky told RadarOnline that the concept originated with Sweeney herself. According to Fortinsky, the actress was motivated by her discomfort with how some betting platforms treat celebrities:
“She said, ‘I’m uncomfortable with other platforms that have markets on what color underwear I’m going to wear. There’s something clean about sports.’”
The campaign dropped earlier this week, in mid-September 2026, and immediately set social media alight — drawing praise from fans and sharp condemnation from the sporting world in equal measure.
Female Athletes Slam the Sydney Sweeney Sports Ad
The strongest criticism has come from female athletes, who argue the ad undermines women in sport.
British sprinter Amy Hunt, 24, addressed the controversy directly during a post-race interview at the World Athletics Ultimate Championship, declaring: “Sydney Sweeney, this is what women in sport look like!”
Australian Olympic swimmer Ariarne Titmus, 26, was equally scathing, saying the campaign was a slap in the face to women who have dedicated their lives to their craft:
“I can’t describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity – the list goes on.”
Canadian Olympic skier Cassidy Gray, 25, went further still, describing Sweeney’s actions as “idiotic” and “senseless.”
Where Did the ‘Hollywood’s Stripper’ Insult Come From?
As the backlash grew, tabloid reports claimed the criticism had turned personal. According to RadarOnline, a source familiar with the controversy said:
“Sydney has been ridiculed in some quarters as little more than ‘Hollywood’s stripper,’ which those around her believe completely misses the point of what she was trying to do.”
It is important to be clear about attribution here: the label comes from an unnamed source quoted in tabloid coverage describing how critics “in some quarters” have mocked her — it has not been attributed to any named individual, and none of the athletes who spoke out publicly used that phrase.
The same source insisted Sweeney never intended to diminish female athletes: “She knew the campaign was provocative and would get people talking, but she wasn’t setting out to diminish female athletes or suggest that this is what women in sport should look like.”
How Sydney Sweeney Responded to the Backlash
Sweeney appeared to hit back at her critics on Instagram, where she shared examples of previous nude and revealing advertising campaigns featuring celebrated sporting stars including Serena Williams, Caroline Wozniacki and Megan Rapinoe.
The message was clear: sexuality and elite women’s sport did not suddenly collide because she appeared in an advertisement. As a source close to the actress put it:
“Sydney’s response was effectively to point out that sexuality and elite women’s sport haven’t suddenly collided because she appeared in an advertisement. Some of the most celebrated female athletes in the world have previously chosen to take part in revealing campaigns.”
Not Her First Advertising Controversy
The Novig row is the latest in a string of controversies for the Euphoria star. In 2025, her American Eagle jeans campaign — built around the slogan “Sydney Sweeney Has Great Jeans” — sparked debate over its play on the word “genes,” with critics questioning the messaging while others dismissed the backlash as overblown.
She has also faced scrutiny after registering as a Republican in Florida — news that drew public praise from President Donald Trump — and over photographs from her mother’s birthday celebration that some initially misinterpreted.
The Bigger Debate Behind the Sydney Sweeney Sports Ad Backlash
The Sydney Sweeney sports ad backlash taps into a much larger conversation about how women are portrayed in advertising — and who gets to decide where empowerment ends and exploitation begins. The athletes who spoke out see an actress trading on their world without understanding it; Sweeney’s camp sees a double standard, pointing to the long history of athletes themselves choosing to pose for revealing campaigns.
Whether the controversy ultimately hurts or helps the Novig campaign remains to be seen — but as Sweeney herself reportedly anticipated, it has certainly got people talking.