Sydney Sweeney releases new Novig ad amid controversy

Actress Sydney Sweeney has released a new provocative advertisement for Novig, an American sports prediction platform, following intense backlash from the previous campaign. In the latest video, Sweeney appears in white underwear, using American footballs to cover her chest, and uses humor to address the controversy. She mocks the idea of men using spreadsheets to bet on the color of her underwear, stating, “I mean, I’m flattered?”

The campaign, titled “Just Sports,” aims to differentiate Novig from competitors like Polymarket and Kalshi by focusing exclusively on athletic events rather than political outcomes, wars, or the deaths of dictators. Sweeney, who is an equity holder in the company, uses the ad to criticize other prediction markets for allowing bets on social crises and insider trading.

The initial September campaign sparked significant criticism from female athletes, including swimmers and water polo players, who argued the sexualized imagery reduces women's sports to mere spectacle. Despite reports of Sweeney losing over 200,000 Instagram followers following the first ad, the new campaign has continued to generate massive social media engagement.