Sophie Cunningham Defends Sydney Sweeney Amid Novig Ad Backlash

Speaking on the “No Hesitation” podcast, the Indiana Fever player argued that the campaign was designed for the gambling industry, not the world of professional athletics. While she conceded the imagery is “kind of weird,” she urged critics to separate Sweeney’s professional choices from the broader struggle for respect in women’s sports. “Why are girls mad?” Cunningham asked. “That is literally what she does. It is a gambling ad: men, sports, naked women. Of course, that’s going to draw attention.”

The controversy stems from an ad featuring Sweeney posing with athletic equipment to promote the sports prediction platform Novig. Athletes including swimmer Ariarne Titmus and sprinter Amy Hunt have condemned the spot, arguing that it relies on tired tropes that undermine years of effort to highlight female talent over appearance. Novig CEO Jacob Fortinsky has maintained that the campaign was never intended to represent women’s sports, a sentiment Cunningham echoed by suggesting that the backlash erroneously conflates a commercial gambling stunt with the state of female competition.

Public reaction remains sharply divided. Supporters on social media have praised Cunningham for defending individual agency, with some users calling the criticism of Sweeney hypocritical. Conversely, detractors argue that Cunningham’s “do her thing” attitude ignores the cultural impact of using athletic gear to sexualize women. For these critics, the campaign’s visual language is inseparable from the stereotypes they fight daily, regardless of the company’s stated intent. Cunningham, however, insists the focus should remain on celebrating strong female athletes rather than policing the marketing choices of a gambling platform.