Sophie Cunningham Defended Sydney Sweeney Ad
The WNBA star supported the actress after a controversial sports betting commercial caused a significant social media loss.
Updated on Sept. 18, 2026 in Basketball
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WNBA player Sophie Cunningham has spoken out in defense of actress Sydney Sweeney after the latter faced intense backlash for a sports betting advertisement. The commercial, which features the actress covered by sports equipment, resulted in Sweeney losing over 200,000 Instagram followers.
Why it matters
Critics of the advertisement argue that sexualizing the commercial undermines the achievements of female athletes and negatively impacts their role as positive figures for youth. The situation highlights the ongoing tension between commercial marketing strategies and the representation of women in sports.
Sydney Sweeney saw a decline of more than 200,000 Instagram followers following the release of the Novig sports betting campaign. The advertisement, which features the actress nude and covered by sports gear, is currently displayed on billboards in Times Square.
The players
Sophie Cunningham
She is a professional WNBA player who hosts the podcast No Hesitation.
Sydney Sweeney
She is a prominent actress who faced significant public backlash following the release of a marketing campaign.
Jacob Fortinsky
He is the CEO of Novig who confirmed the actress had creative input on the project.
Amy Hunt
She is a British Olympian who publicly expressed disapproval regarding the advertisement.
The details
On her podcast, No Hesitation, Sophie Cunningham defended Sweeney against the widespread criticism triggered by the campaign. Novig CEO Jacob Fortinsky noted that Sweeney was directly involved in the creative direction and commercial development of the controversial advertisement.
Timeline
The advertisement appeared on Times Square billboards in September 2026.
This report was published on September 18, 2026.
Season Trajectory
The controversy follows a pattern set by the ongoing debate regarding the sexualization of women in sports marketing. This incident further complicates the relationship between professional sports brands and the public perception of female representation within the industry.
The backlash suggests a shift in how audiences interpret the intersection of celebrity endorsements and athletic integrity. This event serves as a data point for marketing agencies measuring the risk of using non-athlete celebrities in high-profile sports betting campaigns.
The takeaway
The sharp decline in the actress's follower count indicates that audiences are increasingly sensitive to how sports betting platforms utilize brand ambassadors. Producers may need to carefully evaluate whether creative direction that prioritizes provocation will align with the values of their target fan base.
Further reading
For more on the current landscape of the sport, visit the Basketball section.
Live Poll
Do you believe brands should use sexually provocative imagery in their sports-related advertising?
