Sydney Sweeney has sparked controversy with a new ad for the sports trading app Novig. The minute-long video features Sweeney promoting the platform ahead of football season. It shows her posing with sports equipment in revealing outfits while explaining Novig's features. Sweeney is also joining Novig as a strategic partner and equity holder.The ad quickly went viral, reaching female athletes who are criticizing its sexualization of women in sports. Canadian skier Cassidy Gray and Paralympic long jumper Beatriz Hatz voiced their concerns on TikTok. They argue that such ads set women back and prevent them from being taken seriously as athletes. Many women athletes have created protest videos showcasing female athletes in action.Conversely, some defend the ad, stating it's for a sports betting platform and unrelated to women's sports. They believe the backlash is unfounded as the ad targets men interested in gambling. However, critics maintain that the ad's creative direction perpetuates the sexualization of women in sports. Hatz specifically noted that the ad harms the perception of women's athletic abilities.This is not the first time Sweeney has faced public backlash for a marketing campaign; she was previously criticized for an American Eagle ad. The Novig ad also highlights the increasing popularity of sports betting in the U.S. Some users suggest the controversy distracts from the potential harms of sports betting, arguing the company is achieving its goal through this discourse. One comment stated the ad uses sex to sell gambling, symbolizing societal decline.