Sydney Sweeney is back in advertising mode – and this time she’s putting nearly everything on sports. Ahead of football season, the Euphoria star fronts a provocative new campaign for Novig, a sports prediction market built on one simple idea: no politics, no war, no death – just sports.
Bless her heart.
In the ad, Sweeney appears nude while strategically covering herself with an assortment of athletic equipment, including footballs and basketballs, then cycles through a series of sports-themed looks featuring football pads, jerseys, and other gear.
“Think you know sports? Prove it,” Sweeney says.
Then comes the campaign’s central proposition: “Novig is just sports. So they wanted to show just sports.”
The spot keeps hammering that idea visually, with Sweeney repeatedly posing alongside different sporting equipment and delivering variations on the word “sports” until the joke becomes the strategy.
At one point, while stretched across a pool table, she deadpans: “You can’t trade this. I just look good here.” It’s a cheeky (Pun intended) way of drawing a line between what Novig does and the broader prediction-market category. Watch below:
The platform launched nationwide last month under what the company describes as a federally regulated framework, combining mechanics associated with modern financial exchanges with a sports-first experience designed around trading on sporting outcomes.
Novig is also positioning its 21+ age requirement as a point of differentiation within the category.
Sweeney reinforces that narrower focus in the ad, noting that there’s no trading on wars, deaths or politics. “Just you, your takes and sports,” she says.
And she isn’t simply collecting a celebrity endorsement check.
Sweeney has also joined Novig as a strategic partner and equity holder, giving her a deeper stake in the company than a traditional spokesperson arrangement. “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.”
She added that the campaign brings that idea to life with “confidence, humor and a playful edge.”
Novig co-founder and CEO Jacob Fortinsky said the company is trying to distinguish itself by staying focused on sports while other prediction markets span a much broader range of categories. “Sports fans deserve a prediction market built specifically for them.”
Fortinsky adds, “By dedicating ourselves entirely to sports, we have built a better experience for fans. Sydney helped bring that message to life in a way that’s impossible to ignore.”
Impossible to ignore has become something of a recurring theme in Sweeney’s advertising career.
Her recent brand work has repeatedly leaned into the tension between celebrity, sexuality, and internet conversation – from American Eagle to her lingerie brand SYRN – and Novig clearly understands the attention value she brings before a single line of copy is delivered.
Here, though, the creative idea is refreshingly straightforward.
Strip away everything else.
Leave the sports.
And put Sydney Sweeney in the middle of it.
