Sydney Sweeney reacts to backlash over sports ad with cryptic Instagram posts
Actor Sydney Sweeney has appeared to respond to the criticism surrounding her latest advertising campaign through cryptic Instagram posts, sharing images of other celebrities in similar shoots. The Housemaid star recently featured in a cheeky sports commercial for a sports prediction and trading platform, where she is also an equity partner.
The advertiement has attracted criticism online, with some viewers questioning its concept and the decision to feature Sweeney in a campaign that shows her wearing very little.advertisement❮❯ Read Full StorySydney Sweeney shares cryptic postsAmid the backlash, Sweeney shared several photos from the campaign on her Instagram Stories. She later posted images of other celebrities who have appeared in similar sports-themed photoshoots.
The posts featured sports stars including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Rob Gronkowski and Jason Kelce.
Sweeney did not directly address the criticism in her posts. However, the choice to share photos of other celebrities in similar campaigns appeared to be a response to the comments directed at her advert.
It is not clear whether the posts were intended as a direct reply to the backlash.What is Sydney Sweeney's controversial ad about?
Sweeney recently appeared in an advert for Novig, a sports prediction market and trading platform, after joining the company as an equity partner.
In the campaign, the actor appears dressed in minimal clothing while using sports equipment, including basketballs, rugby balls and sports jerseys, to cover herself.
The advert quickly drew attention online, with some viewers questioning what the campaign was actually promoting.
One person asked, "So what is she advertising here?" Another questioned the need for the concept. A third critic wrote that the advert was so distracting that they were unsure what Novig was or what product it was selling.
Sweeney has previously explained why she wanted to be involved with the campaign. In a statement on Novig's website, she said the idea was about having fun while keeping the focus on sport.
"The campaign was about embracing a fun idea," she said, adding that the concept was designed to "cut through the noise" and put the focus on sports.
Novig CEO Jacob Fortinsky also spoke about Sweeney's involvement with the company in an interview with FOS. He said the actor had been uncomfortable with people making predictions and assumptions about her personal life. According to Fortinsky, the company's focus on sports was one of the things that attracted Sweeney to the partnership.
Sweeney has also said that she was closely involved in the creative process behind the campaign. Speaking to Complex, she revealed that she had been involved with the project from the beginning.
The latest controversy comes after Sweeney faced criticism over another advertising campaign last year, once again putting the actor's brand partnerships under public scrutiny.- EndsPublished By: shweta keshriPublished On: Sep 14, 2026 17:22 IST
