Sydney Sweeney partners with Novig in provocative new ad campaign

Actress Sydney Sweeney has joined the American sports prediction and trading platform Novig as a strategic partner and equity holder. To mark the company's nationwide launch, Sweeney is starring in a provocative advertising campaign titled ‘Novig is Just Sports’.

The campaign features Sweeney appearing nude, using various pieces of sports equipment—such as footballs, basketballs, tennis rackets, and hockey gear—to cover her body. Sweeney stated that the concept was intended to be ‘playful’ and ‘fun’, aiming to ‘cut through the noise and put the focus entirely on sports’.

Novig, which operates under a federally regulated framework following approval from the U.S. Commodity Futures Trading Commission, distinguishes itself by focusing exclusively on sports markets rather than politics or pop culture. The platform is restricted to users aged 21 and older.

The campaign has generated significant social media attention, drawing both praise for its boldness and criticism from viewers who argue the sexualized imagery is unnecessary or objectifying for a sports-focused service.