TITMUS, NICOLSON, KEARNS Lead Backlash Against Sexualized Sports Betting Ad

September 15, 2026

• Four-time Olympic swimming champion ARIARNE TITMUS called Novig’s campaign “an absolute joke,” arguing it disrespects athletes who dedicated their lives to competition and questions why women’s bodies remain sexualized for revenue generation.
• World champion boxer SKYE NICOLSON distinguished between athletes looking powerful and using sexuality to market sports, accusing the campaign of mocking women and overlooking generations who fought for performance-based recognition.
• Olympic water polo medalist TILLY KEARNS shared competition footage and said she “absolutely” hated the advertisement, joining swimmers LANI PALLISTER, sprinters BREE MASTERS and AMY HUNT in the “This is what a woman in sport looks like” response movement.

boxing, olympic games, water polo