Sydney Sweeney Returns in New Novig Ad

Sydney Sweeney appeared in a new Novig advertisement posted to Instagram on October 11, continuing a campaign that has drawn criticism from some female athletes over its portrayal of women in sports. The commercial promotes the sports prediction platform with humor and imagery similar to the earlier campaign, while contrasting bets on Sweeney’s appearance with wagering on sports. In the video, Sweeney wears white Novig-branded underwear and says men are making spreadsheets to bet on its color, adding that she is flattered. She then refers to betting on wars and to insider trading involving dictators’ deaths, before concluding, “Novig is just sports.” The ad ends with her holding two footballs across her chest. Its caption reads, “No BS. Just sports.” The advertisement’s references to insider trading, bots and bets on wars are part of its promotional script. The video does not identify particular traders, transactions or investigations to substantiate those claims. The new spot follows Novig’s September campaign, which drew objections from female athletes who said its revealing imagery sexualized women or emphasized their appearance over athletic ability.