Sydney Sweeney stars in a provocative new ad campaign for sports prediction platform Novig, released on Wednesday, September 9, 2026, according to company announcements and social media coverage. The Euphoria actor appears without clothing in the roughly one-minute commercial titled “Novig is Just Sports,” utilizing items like American footballs, tennis gear, and hockey equipment to cover her body, prompting swift online debate over the boundaries of sports marketing and celebrity objectification.
Why Sydney Sweeney Partnered With Novig
According to Novig CEO Jacob Fortinsky, Sweeney previously felt uncomfortable with prediction platforms that delved into personal matters, including rampant online speculation regarding her undergarment choices. Sweeney gravitated toward Novig because the company strictly focuses on sports prediction rather than politics, celebrity gossip, or other non-sports topics. This collaboration evolved past a standard endorsement deal when Sweeney joined the company as both a strategic partner and a shareholder, giving her a direct financial stake in the business’s growth.
Social Media Backlash Over Provocative Marketing
The campaign’s unconventional concept quickly drew harsh criticism across digital platforms, particularly on Reddit, where users questioned the reliance on skin to promote a sports analytics app. Commenters slammed the commercial for leaning too heavily on sexualized imagery. “Besides leveraging her apolitical image, this ad is also very disgusting. She’s over-sexualized. I don’t understand why she would do that to her career,” one netizen wrote, as cited in source reports. Additional pushback came from self-identified members of Novig’s target demographic, with one user noting, “I’m the target audience and even I find this deeply off-putting.”
Internal Links and Related Coverage
Read more about modern sports betting trends or explore our analysis of celebrity equity partnerships in digital media.
Frequently Asked Questions
Who is Sydney Sweeney partnered with?
Sydney Sweeney is a strategic partner and shareholder in Novig, a sports prediction platform.
What is the “Novig is Just Sports” campaign?
Released on September 9, 2026, the campaign features Sydney Sweeney using sports equipment to cover herself in a provocative commercial designed to highlight the platform’s exclusive focus on sports rather than celebrity culture.
Why did users criticize the Novig advertisement?
Users on Reddit and other platforms criticized the ad for excessive sexualization, arguing that the provocative concept was unnecessary for promoting a sports betting and prediction app.
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