An advertising campaign featuring American actor Sydney Sweeney has drawn criticism from female athletes, who say the campaign sexualizes women and undermines the image of female athletes.

The ad for sports prediction market platform Novig features Sweeney wearing little or no clothing, with footballs and sports apparel used to cover parts of her body.

Several female athletes criticized the campaign on social media, describing it as disrespectful to women in sports.

Four-time Olympic swimming gold medalist Ariarne Titmus expressed her anger on Instagram, questioning why women’s bodies continue to be used for commercial gain and why women’s sports are still being sexualized.

British sprinter Amy Hunt also criticized the campaign in a BBC post-race interview Sunday after finishing fourth in the 200 meters at the Ultimate Championship in Budapest, Hungary.

“Sydney Sweeney, this is what women in sport look like,” Hunt said while looking into the camera. “Muscles, hard work, sweat, blood, tears.”

Former US gymnast Gracie Kramer also described the ad as infuriating. She said female athletes have long faced sexualization and pressure to be judged by their appearance rather than their athletic abilities.

Kramer shared images of female athletes training on Instagram with the caption, “What a woman in sports looks like.”

Sofie Fella, a Chinese-German rugby player, said female athletes can serve as role models for girls and women by challenging society’s traditional ideas about beauty and femininity.

“And that’s why that Sydney Sweeney ad is so disrespectful to every female athlete in the world,” she wrote on Instagram.

Novig did not immediately respond to an email seeking comment. Sweeney’s publicist also did not immediately respond to a request for comment.

Amid the criticism, Sweeney posted several covers from ESPN The Magazine’s “Body Issue” over the weekend. The annual edition featured athletes posing nude or semi-nude while highlighting different body types.

Sweeney, a two-time Emmy nominee, starred in and produced “Christy,” a 2025 biographical film about American professional boxer Christy Martin.

The controversy is not the first involving one of Sweeney’s brand partnerships. Her 2025 American Eagle campaign, which played on the similar-sounding words “jeans” and “genes,” also sparked widespread debate online.