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Kelly Stafford isn’t holding back. The wife of Los Angeles Rams quarterback Matthew Stafford took to Instagram to criticize Sydney Sweeney’s Novig sports betting ad – and she’s not the only one speaking up.
In the ad, Sweeney covers herself with various pieces of sports equipment while wearing nothing else. She’s actually an equity holder in Novig, and reportedly pitched the concept herself, driving much of the creative direction behind it.
What Stafford Actually Said
Stafford didn’t write her own critique. Instead, she reshared a clip from fitness influencer Daniel Hong, who talks about how young girls learn to link attention with self-worth – often through appearance-based metrics on social media.
“My girls are going to grow up in a world where they’re going to learn really quick that attention has value, especially for girls,” Hong said in the clip. “Appearance can get you attention: likes, comments, followers, money, opportunities. Attention and value are not the same thing.”
Stafford’s response? Four words, all caps: “THIS THIS THIS THIS.”
The message here isn’t complicated. Hong – and by extension, Stafford – argue that Sweeney’s ad reinforces the idea that young women should chase attention and clicks rather than build genuine self-worth.
Sweeney’s Defense of the Campaign
Sweeney has pushed back on the criticism, framing the whole thing as lighthearted.
“The campaign was about embracing a fun idea,” she said. “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor, and a playful edge.”
That explanation hasn’t landed well with everyone — especially not with the athletes it’s supposedly honoring.
Olympic Athletes Push Back
Stafford’s comments are just one part of a much bigger wave of criticism. Female athletes around the world, including multiple Olympians, have publicly voiced their frustration with the ad.
Water polo Olympic silver medalist Tilly Kearns didn’t mince words: “I absolutely f-ing hate Sydney Sweeney’s new sports ad.”
Four-time Australian Olympic gold medalist Ariarne Titmus went further, posting an extended statement on Instagram.
“I can’t describe how infuriated I feel when I watch this,” Titmus wrote. “Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity. How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?”
That’s a pointed question — and one Sweeney hasn’t directly answered.
Sweeney’s Response — Sort Of
Rather than address the criticism head-on, Sweeney posted a series of historical ESPN magazine covers featuring nude athlete photography. The move seems designed to argue that the human form has long had a place in sports media, and that her ad simply continues that tradition.
Whether that comparison holds up is up for debate. Old ESPN body-issue covers were framed as celebrating athletic achievement; critics argue Sweeney’s ad, tied to a betting platform she profits from, is doing something different entirely.
Sweeney has not directly addressed Stafford’s comments, or the wider argument about what message this campaign sends to the young women watching it play out.
