Bonnie Blue has allegedly criticised Sydney Sweeney for sexualising sport, putting an adult-content creator whose public profile is closely associated with deliberately provocative sexual content in the unusual position of telling another celebrity that she has gone too far.
The claim, which has circulated online without a verified original source, arrives amid a genuine backlash against the Emmy-nominated Euphoria actress over her 'Just Sports' campaign for prediction market Novig. Olympic champions and professional athletes have spent weeks accusing the campaign of reducing women's sport to sexualised imagery, with several using almost exactly the language attributed to Blue.
Blue, whose career has been built around explicit adult content and attention-grabbing sexual stunts, has repeatedly attracted headlines for pushing the limits of what platforms, venues and members of the public will tolerate. Sweeney, meanwhile, has faced criticism over an advertising campaign that uses sporting equipment to cover her body while promoting a company focused on sports prediction markets.
Olympians Tell Sydney Sweeney To Stop Sexualising Sport
British athlete Lucy Davis was among those who directly criticised Sweeney's campaign. Sharing footage of herself training, she wrote: 'I don't know wtf Sydney Sweeney was doing, but it's 2026. Stop sexualizing women in sport.'
Australian Olympic boxer Skye Nicolson issued a similar message, saying companies 'need to do better' before writing: 'Stop sexualising women in sport.' Four-time Olympic swimming champion Ariarne Titmus also called the advertisement 'an absolute joke' and questioned why 'monetising a woman's body and sexualising women's sport is still a thing'.
British sprinter Amy Hunt addressed Sweeney by name following competition in Budapest. 'Sydney Sweeney, this is what women in sport look like,' she said. 'Muscles, hard work, sweat, blood, tears.'
Former UCLA gymnast Gracie Kramer also joined the criticism by posting footage of herself competing. 'idk what Sydney Sweeney was doing, but this is what a woman in sports looks like,' she wrote, helping prompt other athletes to share images and videos of themselves training and competing.
Why Sydney Sweeney's Novig Campaign Drew Backlash
Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi
— Novig (@Novig) September 9, 2026
Novig launched its 'Just Sports' campaign with Sweeney on 9 September. The Anyone But You actress appears in advertisements involving basketballs, footballs, hockey equipment and other sporting props while wearing little or no clothing.
Sweeney's involvement extends beyond appearing in the advertisements. Novig announced that she had joined the company as both a strategic partner and equity holder, making the campaign part of a broader business relationship with the prediction market platform.
At launch, Sweeney said the team had embraced 'a fun idea' and brought it to life with 'confidence, humor and a playful edge'. Novig CEO Jacob Fortinsky said the actress helped communicate the company's sports-focused message 'in a way that's impossible to ignore'.
The campaign quickly drew criticism from female athletes who argued that sporting imagery was being used primarily as a backdrop for sexualised advertising rather than to celebrate women's sporting achievements.
Sweeney Appears To Respond To Athletes
Sweeney did not directly address the individual athletes criticising her, but she later shared photographs of professional sportswomen who had posed nude or semi-nude for ESPN's Body Issue. The images included tennis champion Serena Williams, MMA fighter Ronda Rousey and footballer Megan Rapinoe.
Nicolson subsequently argued that athletes choosing to celebrate their own bodies was different from companies using sexual imagery to advertise sport. She said the dispute was not about women being unable to appear sexy, but about using sex as the primary tool to sell a sports product.
Novig has continued promoting Sweeney's campaign as it expands its prediction market business. The company has also attracted investor interest at a reported valuation significantly higher than earlier in 2026.
Whether Blue ever joined the criticism remains unclear. What is established is that Olympic champions and professional athletes had already told Sweeney to stop sexualising women in sport long before the same message was attributed to one of Britain's most provocative adult-content creators.
