Hollywood actress Sydney Sweeney has sparked widespread online debate following the release of a promotional campaign for Novig, a sports trading app and prediction market. In the video, Sweeney strips down and poses nude using sports equipment such as footballs, basketballs, a hockey net, and athletic gear to cover herself. Alongside her starring role in the commercial, Sweeney has also joined the platform as a strategic partner and equity holder.
Sydney Sweeney Stars in Provocative New Novig Ad Campaign
According to statements released by the company and the actress, the advertisement was designed around a minimalist, sports-focused theme. The concept is simple: cut through the noise and put the focus entirely on sports,
Sweeney said in a statement reported by NBC10 Philadelphia. Throughout the video, she poses atop a basketball hoop and beside a pool table, emphasizing that the platform features no betting on politics, wars, or deaths, but focuses exclusively on athletic competition.
Female Athletes and Online Users Hit Back at Sexualized Portrayal
While the commercial gained millions of views across digital platforms like X and YouTube, it drew sharp criticism from prominent female athletes and internet users who objected to the sexualized representation of women in sports advertising. Gymnast Gracie Kramer responded to the campaign by sharing competitive videos of herself with the caption, Idk what Sydney Sweeney was doing but this is what a woman in sports looks like,
as noted by nbcnewyork.com. Olympic 100-meter semifinalist Bree Masters also posted images of herself competing, writing, Respectfully Sydney Sweeney… This is what women in sports really look like.
Other social media users questioned the decision to rely on nudity and sex appeal for a sports-focused platform, with critics arguing that the campaign detracted from the achievements of actual female athletes working in a male-dominated industry. Some commentators on TikTok and other platforms expressed frustration that women in sports are continually sexualized rather than taken seriously for their athletic accomplishments.
Novig’s Platform Launch and Company Defense
Novig defended the promotional strategy, maintaining that the provocative tone was intentional and aimed at bringing the brand’s message to life with humor and confidence. Jacob Fortinsky, co-founder and CEO of Novig, stated that sports fans deserve a dedicated prediction market. Our focus is sports, and by dedicating ourselves entirely to sports, we have built a better experience for fans,
Fortinsky said, noting that Sydney Sweeney helped bring that message to attention.
The platform launched nationwide under a federally regulated framework, combining modern financial exchange mechanics with a sports-first user experience. Additionally, the company maintains a strict 21-and-over age requirement for users participating on the platform. The national campaign is scheduled to run across digital, social, online video, and out-of-home placements throughout the football season.
Sweeney’s History of High-Profile Advertising Debates
The Novig campaign is the latest in a series of promotional advertisements featuring Sweeney that have generated significant public controversy. Earlier, her viral 2025 campaign for American Eagle jeans drew widespread debate and online criticism over wordplay involving jeans and genetics. Despite the backlash surrounding her brand partnerships, Sweeney’s entertainment career continues to thrive following box-office success with projects like Anyone but You and upcoming film slate additions.
