Sydney Sweeney has done it again. The 28-year-old actress is the face of a new campaign for Novig, a sports prediction and trading app, and she is wearing almost nothing while doing it. The one-minute ad, titled “Just Sports,” features Sweeney posing nude with footballs, shoulder pads, goalie gloves, and other sports equipment used to cover herself. The campaign launched on Wednesday, September 9, 2026, and the internet has been buzzing ever since.
What Exactly Happens in the Novig Ad
The video opens with Sydney Sweeney holding two footballs over her chest while looking straight into the camera. “Think you know sports? Prove it,” she says. “Novig is just sports. So they wanted to show just sports.”
From there, the camera pulls back to reveal Sweeney sitting naked on top of a basketball hoop, spinning a ball on her finger. She then moves through a series of sports setups, appearing topless while playing tennis, hockey, golf, and soccer. In one scene, she wears NFL shoulder pads with a football placed over her lower body. In another, she lies on a pool table and says, “You can’t trade this. I just look good here.”
The ad ends with Sweeney delivering the campaign’s main message: “No betting on wars or deaths, and no politics. Just you, your takes, and sports.”
The one-minute video was filmed in Australia while Sweeney was there shooting her upcoming live-action “Gundam” movie alongside Noah Centineo. The actress reportedly flew her entire glam team to Australia for the shoot.
Sydney Sweeney Is More Than Just a Face in This Deal
This is not a typical celebrity endorsement. Sydney Sweeney is a strategic partner and equity holder in Novig, meaning she has a financial stake in the company and was involved in shaping the campaign from the start.
“The campaign was about embracing a fun idea,” Sweeney said in a statement. “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.”
Jacob Fortinsky, co-founder and CEO of Novig, also shared his thoughts. “Sports fans deserve a prediction market built specifically for them,” he said. “Sydney helped bring that message to life in a way that’s impossible to ignore.”
Sweeney has also spoken about her personal connection to sports. “I grew up loving sports,” she said. “I played sports growing up. I was on a soccer team, I was on a softball team, I was on a snow ski team. I learned how to slalom ski when I was little, and I did MMA.”
The Internet Is Completely Split
Reactions to the ad have been all over the place. Within 12 hours of its upload, the video had around 72,000 views on YouTube and more than 3 million views on X. The full ad was not posted on Instagram or TikTok, likely due to those platforms’ content guidelines, but Sweeney shared it on her personal Instagram account.
Some viewers loved it. One Instagram user wrote, “She definitely understands marketing.” Another said, “This is the greatest ad in sports and sports betting history.” A third added, “Genuinely dropped my jaw at this.”
Others were not impressed. One user commented, “Every generation needs tacky celebrities.” Another said, “I can’t help feeling like an old man when I think about how tacky this ad is.” Some critics pointed out that young people and minors who love sports will see the ad. Others accused Sweeney of leaning into the same sexualized image she had as Cassie Howard on “Euphoria.” One user wrote, “Girl it’s not Euphoria anymore you can be yourself now. I fear you never switched off your Cassie.”
Some also questioned the timing of the ad’s release, coming shortly after Sweeney faced backlash for her American Eagle campaign in July 2025, which used the tagline “Sydney Sweeney Has Great Jeans” — a pun on “great genes” that many critics said carried racial undertones.
Where to Watch the Novig Ad
The full “Just Sports” campaign is available on YouTube and X (formerly Twitter) through Novig’s official accounts. Sydney Sweeney also shared the ad on her personal Instagram page. The ad is not available on Novig’s official Instagram or TikTok accounts. Viewers in the United States, United Kingdom, Canada, Australia, India, and other regions can access the ad on YouTube and X without any regional restrictions.
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What Sydney Sweeney Has Coming Up Next
Sydney Sweeney has a busy schedule ahead. She is set to return as Millie Calloway in “The Housemaid’s Secret,” the sequel to her 2025 hit “The Housemaid.” The sequel is in pre-production and is listed for 2027. She is also attached to star as Katrina Van Tassel in “Sleepy Hollow” and has several other projects in the works, including “The Caretaker,” “Split Fiction,” and “I Pretended to Be a Missing Girl.” Sweeney is also producing and starring in these projects.
Also Read: Sydney Sweeney Opens Up About ‘Euphoria’ Backlash: “Maybe We All Had This Very Wrong”
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