Sydney Sweeney releases new provocative Novig advertisement

Actress Sydney Sweeney has released a new provocative advertisement for the sports prediction platform Novig, doubling down on a campaign that has sparked significant controversy. In the latest video, Sweeney appears in white branded underwear and uses two American footballs to cover her chest while addressing public fascination with her appearance. She remarked, “There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered?”

The campaign follows a September advertisement that drew intense criticism from female athletes and commentators, who accused the brand of sexualizing women and reducing their connection to sports to mere physical appearance. Critics, including swimmer Ariarne Titmus and sprinter Amy Hunt, argued the imagery prioritizes the male gaze over athletic achievement. In response to previous backlash, Sweeney shared images of prominent athletes like Serena Williams and Ronda Rousey, who have previously posed for ESPN’s Body Issue.

Sweeney, who is a strategic partner and equity holder in Novig, maintains that the campaign is intended to be playful and focused on sports. Novig has defended the approach as a “fun idea” designed to cut through the noise. While some fans have praised her confidence, others continue to debate the ethics of using sexualized imagery to market sports-related prediction services.