Actress Sydney Sweeney has released a new advertisement for the sports prediction platform Novig, featuring her in white underwear while strategically covering herself with sports equipment. The 30-second spot, posted on social media, follows her first Novig campaign in September, which also depicted her in minimal clothing with props including footballs, basketballs, and tennis gear.
The new ad opens with Sweeney barefoot on a dimly lit stage, wearing only white Novig-branded underwear. She moves across the stage before sitting on a chair and propping two footballs against her chest. The actress addresses the camera directly, stating: 'There are grown men making spreadsheets to bet on what color underwear I'm wearing. I mean, I'm flattered.' She continues, 'There is insider trading on dictators dying and armies of bots manipulating it all. There's someone sitting in a bathroom stall betting their 401k on a war. And then, there are people who just trade on sports. Novig is just sports.'
Sweeney’s involvement with Novig extends beyond traditional endorsement. According to Front Office Sports, she holds equity in the company and was involved in developing the campaign, though the size of her stake has not been disclosed. The platform, founded in 2021 by Jacob Fortinsky and Kelechi Ukah, transitioned into a sports-exclusive prediction market in August 2024.
Reception and Criticism
The initial Novig campaign in September sparked criticism from female athletes and commentators, who argued that the ads sexualized women in sports. The new advertisement has drawn renewed debate, with some supporters praising Sweeney’s confidence and others reiterating concerns about the campaign’s framing. Public comments on social media reflect this divide, with some users encouraging her to continue and others reiterating the original critiques.
The controversy has also drawn commentary from media figures. Billy Bush, in a segment on Fox News, described Sweeney’s strategy as 'brilliant', noting that she secured equity in Novig prior to the ad’s release. Bush compared the backlash to past controversies involving brands like American Eagle and ESPN’s Body Issue, suggesting that public outrage often subsides over time.
Company Background
Novig operates as a prediction market platform focused exclusively on sports, allowing users to bet on outcomes such as game results, player performances, and other athletic events. The company’s transition to a sports-only model was completed in August 2024, following its founding in 2021. Sweeney’s ads for the platform have generated significant attention, with the first campaign amassing over 40 million views on social media.
The actress has not publicly addressed the ongoing criticism directly, though her statements in the ads frame the platform as a straightforward alternative to broader, more speculative prediction markets.