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OAKLAND PARK, Fla (Gambling911.com) - A controversial ad featuring "Euphoria" star Sydney Sweeney has faced backlash even from the company she is promoting. And now we are learning she lost 200,000 Instagram followers since the video ad launched last week.
By Wednesday morning, Sweeney’s ad post had 1.2 million likes and 2.8 million shares, but at what cost?
Four-time Olympic gold medal Australian swimmer Ariarne Titmus blasted the controversial ad.
“I can’t describe how infuriated I feel when I watch this,” she 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?”
Sweeney still holds 25.8 million followers. Three days after the ad was released, Sweeney gained 50,000 followers on Instagram. Yet, she lost 136,848 by Sunday and another 68,000 Monday. That 200,000 loss ultimately represents a mere 1 percentage point.
Novig CEO Jacob Fortinsky has responded to the uproar surrounding the nude sports advertisement, defending its intended message while revealing how heavily the actress influenced its provocative direction.
Fortinsky addressed the backlash during Front Office Sports’ Asset Class conference after female athletes accused the campaign of sexualizing women and presenting a distorted picture of their relationship with sports.
Sweeney is pictured in a racy sports ad for Novig on Tuesday, September 15, 2026.
Jam Press “As a company, we’re hugely supportive of women’s sports,” Fortinsky said. “We never intended to portray female sports.”
- Jagajeet Chiba, Gambling911.com
