Sydney Sweeney's new Novig commercial has faced intense backlash.
The Hollywood Reporter says critics see the commercial as sexualized and cite a setback for women in sports.
Some observers say the ad is a big reason women's sports are overlooked.
An outgoing cast member from SNL also joked about the topless spot.
In a separate development, Barron's reports that prediction markets featuring Sweeney and LeBron James are kicking off an NFL advertising push.
Sweeney talked about the Novig partnership in a Complex interview focused on a new Just Sports campaign.
The ad has been described as unacceptable and gross.