Sydney Sweeney Stars in Provocative Novig Sports Ad

Actress Sydney Sweeney stars in a provocative new advertisement for Novig, a sports prediction market, where she appears nude and is covered by various sports equipment. The campaign, which launched nationwide in August 2026, promotes Novig's exclusive focus on sports prediction markets, emphasizing that the platform excludes politics, wars, and deaths. In the ad, Sweeney is depicted in several sports-themed scenarios, using footballs, basketballs, hockey gear, and baseball equipment to cover herself. She delivers Novig's core message, stating, "Think you know sports? Prove it. Novig is just sports." The campaign also features scenes with a hockey goalie mask, football pads, a baseball catcher's helmet, and a Novig jersey. In one segment, after breaking a rack of billiard balls, Sweeney remarks, "You can't trade this. I just look good here." Beyond her role in the advertisement, Sweeney has joined Novig as an equity holder and strategic partner. She participated in shaping the creative direction of the campaign, which was developed while she was filming Netflix's live-action Gundam project in Australia.