Sydney Sweeney Courts Controversy Again With an Ad for Prediction Market Novig
The sports trading app said the campaign was meant to be impossible to ignore, and Novig’s CEO said Sweeney helped deliver that message.
- On Thursday, Sept. 10, 2026, actress Sydney Sweeney starred in a provocative commercial for sports trading app Novig, modeling sports equipment while topless or fully nude.
- Beyond starring in the campaign, Sweeney serves as a strategic partner and equity holder for Novig. The company claims its platform 'combines the mechanics of modern financial exchanges with a sports-first experience,' per a release.
- Marissa Womack, a minor league baseball manager, criticized the ad on TikTok for contributing to the sexualization of women in sports. Several social media users echoed these concerns, calling the campaign inappropriate.
- Online discourse intensified following resurfaced 2024 comments by Transportation Secretary Sean Duffy regarding the actress. Sweeney previously faced backlash for a 2025 American Eagle jeans advertisement that critics called tone-deaf.
- Despite the criticism, Novig maintains its focus is on providing a specialized sports betting experience. The company's marketing slogan states Sweeney is putting the focus 'exactly where it belongs, on Just Sports.
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Appears undressed for a sports betting house campaign.The actress of "Euphoria" has 26 million followers on Instagram.
Sydney Sweeney Faces Backlash for Sexualized Novig Ad: “Exactly Why Women in Sports Aren’t Taken Seriously”
Many online users, including women who work in the sports industry, have shared their frustration with the actress' campaign for the sports trading app, which features multiple shots of her mostly naked body covered with different sports balls and uniforms.
Sydney Sweeney Poses Naked Behind a Baseball Bat in Wild Photo Shoot for Sporty Ad Campaign
Sydney Sweeney stripped down for her Novig ad photo shoot. In new images released as part of the “Just Sports” campaign, Sweeney, 28, posed naked behind a baseball bat, a hockey stick and a tennis racquet in separate shots. In another, the actress posed naked on all fours, balancing a basketball, a football and a […]
Actress Sydney Sweeney's achievements are attracting attention.
Why Sydney Sweeney Stripped Down In New Ad After Becoming 'Uncomfortable' With Rival Prediction Markets
Fortinsky added that “there’s something clean about sports,” showing exactly why Sweeney chose the platform. Prediction markets like Kalshi and Polymarket reportedly allow trade on subjects that have nothing to do with sports, which Novig has based its platform entirely on. That distinction became the central message behind their campaign, which is, “Novig is Just Sports.” Sweeney’s discomfort is now the starting point for a partnership that is …
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