Actress Sydney Sweeney stars in a provocative new sports trading campaign for Novig, appearing nude with athletic equipment while also taking an equity stake in the prediction market platform, according to reports published in September 2026.
Sydney Sweeney Goes Nude in Bold New Sports Trading App Campaign
The newest advertising campaign from sports trading app Novig features actress Sydney Sweeney posing completely nude and modeling athletic equipment, sparking immediate online debate and widespread social media engagement. The 28-year-old star of “Euphoria” and “The Housemaidappears in the commercial holding two footballs, sitting atop a basketball hoop, and wearing football pads. At one point in the ad,
The Housemaid” actress wears football pads with only a football covering her bottom half.
The commercial features the actress moving through various athletic settings while delivering a direct message to viewers. Think you know sports? Prove it,
Sweeney says in the ad, which is soundtracked by Anderson .Paak’s “Come Down.” Novig is just sports. So they wanted to show just sports.
Equity Stake and Creative Control
Sweeney’s involvement with Novig extends far beyond a traditional celebrity endorsement deal, turning what could have been a conventional celebrity endorsement into a deeper business relationship. The actress has become an equity partner in the sports prediction platform, giving her a direct stake in the business rather than limiting her involvement to a traditional celebrity endorsement. Jacob Fortinsky, cofounder and CEO of the 21-and-older sports betting platform, said on LinkedIn that Sweeney’s involvement in the company started out as an investor with an interest in prediction markets.
In an interview with Complex tied to the campaign, the actress confirmed she is an equity partner and noted that she is also involved on the creative side. I've been a part of the creative conversations from the very beginning,
she told the outlet, adding that the ad was a very simple and playful idea
aimed at bringing the concept of 'just sports' to life.
The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge,
Sweeney said in a statement to The Hollywood Reporter. She added that the campaign was built around embracing a fun idea.
Sweeney also emphasized her lifelong connection to athletics, discussing her childhood experiences playing sports in an interview. “I grew up loving sports. I played sports growing up. I was on a soccer team, I was on a softball team, I was on a snow ski team. I learned how to slalom ski when I was little, and I did MMA. So sports have been a really big part of my life, and I love watching hockey and boxing, especially after playing Christie Martin. I have a really huge appreciation for every single fighter,she said. She also added:
My parents always told me to fall in love with as many things as possible, so they really wanted me to try absolutely everything. I think that the idea and concept of acting was my ability and my choice to be able to not have to pick being one thing for the rest of my life. I get to play all these different characters. I get to learn so much about other people and the world. I get to travel. I get to meet interesting and smart, intelligent, creative people, and it’s broadened my world so much more than if I would’ve just chosen one thing.”
Platform Positioning and Boundaries Against Politics
The newly launched campaign leans heavily into differentiating Novig from broader prediction markets that handle real-world events beyond athletics. Novig launched in 2021 and promises a fairer and more transparent trading experience versus other platforms, according to its website. Unlike broader prediction markets that can offer markets covering political and other real-world events, Novig is positioning itself specifically around sports.
No betting on wars or deaths and no politics,
Sweeney adds in the advertisement, which have become a controversial staple for some prediction market platforms. Just you, your takes and sports.
The distinction forms a central part of Novig’s attempt to market itself towards sports fans who want a platform dedicated to games.
Financial details surrounding Sweeney’s equity position have not been disclosed.
Social Media Reactions and Public Debate
The commercial quickly drew massive engagement across digital platforms, racking up about 6 million views on X and over 700,000 views on Instagram. Public response remained sharply divided between supporters praising the bold marketing strategy and critics questioning the campaign.
Reactions to the ad were mixed online. One Instagram user asked, Why is this ad running for 4 hours straight?
while another added, Confirmed: Sydney Sweeney knows ball.
An X user captioned a suggestive GIF, writing, @Novig knew the assignment.
Others were more critical. An X user wrote, Selling gambling by selling sex. Society is crumbling before our eyes.
One person on Instagram wrote, This is sad at this point. Can't sell or be a normal girl if she doesn't use her body as a tool. Sexualizing sports like this is crazy.
Another critic wrote, Big fan of Syd. That said, I can't help feeling like an old man when I think about how tacky this ad is. Not to mention the fact that a lot of young people – yes, minors – love sports and will see this ad.
