Sydney Sweeney has never been shy about making a commercial memorable. Her latest campaign was probably her most daring yet.
Sweeney recently teamed up with Novig, a sports-focused prediction market seeking to stand apart from larger competitors. The partnership also guarantees her an ownership stake.
The most surprising part came from the idea behind her involvement. Novig CEO Jacob Fortinsky said Sweeney approached the company after becoming uncomfortable with prediction markets focused on personal details.
According to Fortinsky, Sweeney objected to platforms offering markets involving the color of her underwear. That reportedly drew her toward Novig, which limits its prediction markets to sports.
She also wanted more than a standard celebrity endorsement. Fortinsky said Sweeney was interested in an equity partnership and ultimately joined Novig’s cap table.
The resulting commercial leans heavily into that sports-only identity. Sweeney appears nude throughout the spot, using footballs, basketballs, hockey equipment, and other sporting items to maintain modesty.
The campaign has become a major marketing play for Novig. Front Office Sports reported that the advertisement garnered millions of views across social platforms within hours.
“Sydney is great at captivating audiences and being the center of attention,” Fortinsky said.
That attention appears to be exactly what Novig wanted heading into football season. The company has been competing for recognition against prediction-market leaders such as Kalshi and Polymarket.
Sweeney’s Sports-Only Message Drives The Provocative Campaign
The commercial repeatedly returns to Novig’s central selling point. Sweeney presents the platform as a place for sports predictions without political or other non-sports markets.
She moves between several athletic settings while delivering the campaign’s message. At one point, she sits on a basketball hoop while holding a basketball.
Later, the commercial shifts toward football, tennis, hockey and other sports. Each scene reinforces the same concept.
Sweeney also helped shape the campaign rather than simply appearing on camera. She told Complex that she wanted to get deeply involved with the company and its creative process.
“I really want to be able to get into the weeds of it with an amazing team,” Sweeney said.
That approach fits with her broader business activity. Sweeney has also built her own lingerie brand, Syrn, while continuing to take prominent acting roles.
The Novig Partnership Gives Sweeney More Than Viral Exposure
Sweeney’s Novig deal also gives her a financial interest in the campaign’s success. Fortinsky confirmed that she became an equity holder, although he did not disclose her stake or compensation.
Novig has also planned additional advertising featuring Sweeney. Fortinsky said a future spot will focus on responsible trading.
The partnership, therefore, goes beyond a one-off celebrity appearance. Sweeney has a direct business connection.
For Novig, that may be the biggest win from the campaign. The company used a provocative concept to put its sports-only model in front of a much larger audience.
For Sweeney, the campaign adds another unusual entry to her business portfolio. This time, however, the message comes with a specific explanation: sticking to sports, not her underwear.
