Sydney Sweeney Stars in ANOTHER Provocative Campaign

“Novig is just sports. So they wanted to show just sports,” Sweeney says in the ad as she poses nude with sports equipment covering her, ahead of the app’s first national campaign.

Sydney Sweeney wants everyone to focus on “just sports.” Ahead of football season’s kickoff, the actress has teamed up with the Novig sports trading app for a brand campaign released Wednesday, marking the company’s first national ad push.

In the cheeky ad, Sweeney poses nude with a variety of sports equipment, including footballs, basketballs, and a hockey net, covering her. “Think you know sports? Prove it. Novig is just sports. So they wanted to show just sports,” she says.

The nearly minute-long spot continues with a montage of Sweeney in different athletic uniforms, including football pads and a hockey goalie mask, repeating the word “sports.” She also draws a pointed distinction from other prediction markets, noting there’s “no betting on wars or deaths and no politics” on the platform. “Just you, your takes, and sports,” she says. Later in the ad, lying atop a pool table, she adds: “You can’t trade this. I just look good here.”

Beyond starring in the campaign, Sweeney has joined Novig as a strategic partner and equity holder, though the size of her stake hasn’t been disclosed. In an interview with Complex, Sweeney said the partnership grew organically out of early conversations about investing in the company while she was filming Gundam in Australia, eventually evolving into a full creative collaboration on the “Just Sports” concept. “I’ve always believed that the best partnerships are the ones where everyone’s getting to collaborate,” she said. “I don’t like to just put my face on something.”

Of the ad itself, Sweeney said in a statement: “The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”

Novig launched nationwide in August under what it describes as a federally regulated framework, and is now available in more than 40 states. The platform “combines the mechanics of modern financial exchanges with a sports-first experience, creating a more efficient and transparent way for fans to trade on sports outcomes,” according to the company.

Unlike broader prediction markets that also cover politics and other categories, Novig limits itself strictly to sports, and maintains a 21-and-over age requirement. “Sports fans deserve a prediction market built specifically for them,” said Jacob Fortinsky, Novig’s co-founder and CEO. “Our focus is sports, and by dedicating ourselves entirely to sports, we have built a better experience for fans. Sydney helped bring that message to life in a way that’s impossible to ignore.”

The Novig campaign continues a run of increasingly provocative promotional work for Sweeney, following her widely discussed American Eagle jeans campaign and videos for her own lingerie brand, Syrn. It also reflects a broader shift in her career toward ownership and producing roles rather than straightforward endorsement deals, following a stretch that’s included Anyone But You, Christy, and The Housemaid. She next appears in The Housemaid’s Secret, Netflix’s Gundam, and StudioCanal’s The Custom of the Country.

Joanthan P. Moustakas

Jonathan P. Moustakas founded The Cinema Group in 2020 during the challenges of the pandemic, after losing the vital ability to find community in theaters and escape through the captivating magic of cinema. Feeling profoundly cut off from the vibrant film community he cherished, he sought to create a welcoming home for dedicated cinema fans while providing engaging, daily curated content that resonates with their passions. Years later, The Cinema Group has blossomed from a small collective of loyal fans into a thriving brand that reaches millions of audiences every month across a diverse array of platforms and mediums.

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