Actor Sydney Sweeney stars in a new promotional campaign for the sports trading platform Novig, appearing without clothes while covered only by athletic equipment such as basketballs and a hockey mask, according to reports by Variety. The 28-year-old performer serves as both a strategic partner and a co-owner in the company, which lets users trade on the outcomes of sporting events.
Inside the Novig Campaign With Sydney Sweeney
The promotional video, published on YouTube, features Sweeney posing atop a basketball hoop and later lying across a billiard table without clothes. According to Variety, the campaign aims to focus purely on athletics. “Do you think you know sports? Prove it. Novig is all about sports. So they wanted to show just sports,” Sweeney states in the video.
Throughout the commercial, the actor appears in various athletic accessories, including a hockey mask, football guards, and a baseball helmet. “You can’t bet on this. I just look good here,” she notes in the footage.
Strategic Partnership and Equity Stake
Beyond her role in the promotional material, Sweeney holds a financial and strategic stake in Novig. According to verified reports, she is a co-owner and strategic partner in the trading platform, aligning her celebrity brand directly with the sports betting and trading market.
Did you know? Sydney Sweeney has previously launched her own business ventures, including her underwear brand Syrn, which similarly drew heavy public attention and media headlines.
A History of High-Profile and Debated Advertisements
This release follows a series of advertising campaigns featuring Sweeney that have drawn widespread public discussion. Last year, she faced scrutiny over an American Eagle jeans campaign that played on the phrase “good genes,” which aired on a prominent screen in Times Square in New York, USA, on August 18, 2025, according to Reuters / NTB data.
Earlier this year, Hollywood veteran Kim Novak, 93, expressed dissatisfaction over the decision to cast Sweeney to portray her in the upcoming biographical film Scandalous, arguing in public remarks that Sweeney looks “sexy all the time” and is entirely unsuited for the role.
Frequently Asked Questions
What is Novig?
Novig is a trading platform where users can trade on the outcomes of various sports events and matches.
What role does Sydney Sweeney have in Novig?
According to Variety, Sydney Sweeney is both a strategic partner and a co-owner in the sports trading platform.
Where can the Novig commercial be viewed?
The commercial featuring Sweeney and sports equipment has been published and hosted on YouTube.
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