Sydney Sweeney Tearful Over Ad Backlash ‘Behind Closed Doors’

Sydney Sweeney may be putting on a confident front publicly, but behind the scenes, the intense criticism surrounding her latest advertising campaign is reportedly getting to her.

The actress recently partnered with a sports betting platform, Novig, for a provocative campaign that quickly became the subject of online debate.

Female athletes were among those who objected to the imagery, while Sydney Sweeney also saw her social media following take a huge hit because of the nude ad.

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Sweeney stirred controversy after unveiling her partnership with Novig on September 9. The campaign featured the actress posing without clothes while strategically using different pieces of sporting equipment to cover herself.

Although Sweeney appeared unfazed publicly, a source claimed the reaction has affected her more than she has shown.

“Behind closed doors there have been plenty of tears,” the insider told NE, adding that the actress “can’t understand why she’s always a target.”

Sweeney appeared to respond to the criticism by sharing images of popular athletes who had previously posed nude. However, the source claimed her response should not be mistaken for how she is actually feeling, describing it as her attempt to put on “a brave face.”

The insider maintained that Sweeney never intended to disrespect female athletes with the campaign.

With the actress allegedly already dealing with a lot privately, the source added, “This is the last thing she needs.”

Thousands Of Followers Went Down The Drain As A Result Of The Nude Campaign: ‘A Disaster From A Business Perspective’

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Beyond the emotional impact, the controversy may also be affecting Sweeney’s online presence. The source claimed, “She’s lost tens of thousands of social media followers over this.”

“Her ad was not putting women down,” the insider added, arguing that Sweeney did not anticipate the level of criticism the campaign would attract.

According to the source, the actress has been surprised by how quickly the situation escalated.

The decline in followers could be particularly concerning because Sweeney’s involvement with Novig extends beyond appearing in its advertising.

She also joined the sports betting platform as a strategic partner and equity holder. The insider described the loss of followers as “a disaster from a business perspective.”

Female Athletes Didn’t Find Sydney Sweeney’s Campaign Appealing Either

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Much of the strongest criticism came from women in sports who felt the campaign placed greater emphasis on sexual imagery than athletic accomplishment.

British sprinter Amy Hunt addressed the controversy after finishing fourth in the 200-meter final at the Ultimate Championship in Budapest.

“Sydney Sweeney, this is what women in sport look like,” Hunt told BBC Sport. She went on to highlight the “muscles,” “hard work, blood, sweat, tears” behind athletic success.

As reported by The Blast, American gymnast Gracie Kramer also joined the conversation by sharing footage of herself training. In the caption of the video, she said: “I don’t know what Sydney Sweeney was doing, but this is what women in sport look like.”

Four-time Olympic swimming champion Ariarne Titmus was similarly critical, questioning why “monetizing a woman’s body” and “sexualising women’s sport is still a thing.”

Meanwhile, Olympic cyclist Sophie Capewell argued that the issue was not about denying Sweeney personal choice, but about the limited way women are often presented when it comes to sports and advertising.

Elon Musk’s Mother Jumps To The Actress’s Defense

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Not everyone believes Sweeney deserves the criticism. Billionaire Elon Musk’s mother, Maye Musk, came to the actress’ defense, arguing that women should be able to embrace their appearance without being accused of undermining other women.

Speaking on “Tomi Lahren Is Fearless,” Maye pointed to Sweeney’s work as both an actress and model. “She’s a model,” she said. “Well, she’s an actress, but she’s a model and modeling, you can look sexy and acting, you can look sexy and have fun.”

Maye, who has modeling experience herself and appeared on the Sports Illustrated Swimsuit cover at 74, had more praise for Sweeney.

“I think she’s fabulous,” she noted, describing the actress as “beautiful” and someone who appears to have a “good sense of humor.”

Her comments offered a different perspective amid the backlash. Rather than viewing the campaign as damaging to women, Maye defended Sweeney’s freedom to use her image as part of her work.

Sydney Sweeney’s Lingerie Brand Is Also Experiencing Downtime

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The Novig controversy comes as Sweeney is allegedly facing another business challenge with SYRN, the lingerie company she launched in January 2026. The brand entered the market with considerable attention but is now said to be struggling to meet initial sales expectations.

A source claimed the company has been holding meetings to develop ways to improve sales. “It’s been a disaster,” the insider said. “They thought it would be a sellout based on Sydney’s brand, but clearly her saleability is waning rapidly.”

SYRN was designed around inclusive sizing, offering bras and underwear across 44 sizes. At launch, Sweeney explained her goal to Elle, saying, “I wanted to build a lingerie brand that feels like it understands women instead of talking at them.”

However, some criticism has focused on how prominently Sweeney herself features in the company’s image.

The Robin Report argued that SYRN’s advertising focuses so heavily on its famous founder while neglecting its target audience. With questions now surrounding both her lingerie business and the controversial Novig partnership, Sweeney appears to be dealing with a whole lot of internal pressure.