Olympic athletes have strongly criticized a sports betting advertisement featuring actress Sydney Sweeney, which has sparked a debate about how women's sports are portrayed in media. The ad, created by US-based sports prediction company Novig, shows Sweeney in minimal or no clothing while pretending to play various sports. The campaign has drawn sharp criticism for what many see as the sexualization of women's athletic achievements. Retired Olympic swimmer Ariarne Titmus called the ad "bullshit" marketing, saying it felt like a step backward and a "kick in the face" to women who have dedicated their lives to sports for their skill and passion, not for entertainment value. In response, athletes have used the controversy to celebrate the real achievements of women in sports. Inspired by American gymnast Gracie Kramer, who popularized the phrase "this is what a woman in sport looks like," Australian swimmer Lani Pallister shared a video showing her training, races, and medals. Similarly, sprinter Bree Rizzo posted a career highlights reel, while the Australian Institute of Sport released content showcasing archery, gymnastics, boxing, and other women's sports. Many athletes emphasized the difference between being "sexy" through athletic performance and using sex to market sports. Boxer Skye Nicolson said the backlash was about mocking women in sport, not judging their appearance. Some social media users argued that the criticism should be directed at Novig, the company behind the ad, rather than Sweeney, who is not only the face of the campaign but also a "strategic partner and equity holder," according to Novig. This controversy is reminiscent of a similar backlash in 2025 against American Eagle's ad campaign, which featured Sweeney and was criticized for using language that appeared to echo eugenics. Sweeney had previously posted a now-deleted video that linked genetics to her jeans, drawing further criticism. Months after the ad's release, Sweeney acknowledged that her silence on the controversy had "widened the divide" and expressed surprise at the strong reactions. She said she is "against hate and divisiveness" and emphasized that she had not intended to cause harm. The incident has sparked a broader conversation about how women's sports are represented in advertising and the fine line between empowerment and objectification.