Sydney Sweeney is facing criticism over a new advertising campaign for sports prediction market Novig, with some viewers describing the commercial as “inappropriate,” “disgusting,” and regressive toward women.
The campaign, titled “Just Sports,” was unveiled by Novig on September 9. Sweeney appears nude or partially covered by sports equipment throughout the roughly one-minute commercial, which promotes Novig as a platform focused exclusively on sports prediction markets.
The campaign has attracted attention not only because of its provocative imagery, but also because Sweeney is more than a paid celebrity face for the company. Novig identifies her as a strategic partner and equity holder, while Sweeney has said she was involved in the creative process from the beginning.
What Happened With Sydney Sweeney’s Novig Ad?
The “Just Sports” campaign uses Sweeney’s body and various sports props to deliver Novig’s central message.
In the commercial, she appears with footballs, basketball equipment and other sporting items while explaining that Novig focuses on sports rather than prediction markets involving politics, wars or deaths.
The campaign’s concept is built around the phrase “Just Sports,” with the deliberately provocative visuals intended to reinforce the message.
Novig said the national campaign would run across digital, social, online video and out-of-home advertising during football season, with additional creative planned for the fall.
Why Is Sydney Sweeney Facing Backlash?
The strongest criticism has centered on the decision to use sexualized imagery to market a sports-focused financial product.
Comments reported by TV Insider included viewers calling the commercial “the worst” they had seen and questioning why the campaign needed to use such imagery. Other commenters accused the advertisement of setting women back and argued that sexualizing a female celebrity in a sports campaign reinforces the perception that women are not taken seriously in sports.
The backlash is not limited to objections about nudity itself. Much of the criticism concerns the relationship between the imagery and the product being advertised.
The campaign is specifically promoting a sports prediction market, making some viewers question whether Sweeney’s appearance strengthens Novig’s message or distracts from it.
The controversy has also prompted wider discussion about the way women are represented in sports advertising, particularly in a field that has historically been dominated by men.
Sydney Sweeney Defends the Campaign
Sweeney has not distanced herself from the advertisement. Instead, she has described the concept as a deliberate creative collaboration.
In a statement published by Novig, Sweeney said the campaign was intended to be fun and to put the focus on sports through “confidence, humor and a playful edge.”
She also told Complex that she had been involved in the creative conversations from the beginning and did not want the partnership to be limited to simply putting her face on a product.
“I don’t like to just put my face on something,” Sweeney told Complex, explaining that she wanted to be involved more deeply in the project.
That involvement is particularly notable because Sweeney has an equity stake in Novig, making the campaign a business partnership as well as an endorsement.
Sweeney’s Connection to Sports
Sweeney has also pointed to her own sporting background when discussing the partnership.
In her Complex interview, she said she played soccer and softball, was part of a ski team, and practiced MMA while growing up. She also said she enjoys watching hockey and boxing.
That background provides some context for why she says the Novig collaboration appealed to her. The actress has presented the partnership as something connected to her personal interest in sports rather than a conventional celebrity endorsement.
The commercial was also developed while Sweeney was working in Australia on the live-action Gundam movie, according to Complex.
Novig’s Role in the Campaign
Novig launched the campaign as part of a broader effort to distinguish itself in the growing prediction-market business.
The company says its platform is dedicated exclusively to sports. Novig also describes itself as operating under a federally regulated framework and says it maintains a 21+ age requirement for participation.
Novig co-founder and CEO Jacob Fortinsky said Sweeney helped bring the company’s sports-focused message to the campaign.
The company plans to continue the campaign throughout football season, with additional advertising and activations expected during the fall.
A New Chapter in Sweeney’s Advertising Career
The Novig controversy arrives roughly a year after Sweeney became the subject of another major advertising debate surrounding her American Eagle campaign.
That earlier campaign generated intense discussion over its “great jeans” and “genes” wordplay and accusations surrounding the campaign’s messaging. The Novig controversy is different in subject, but it again places Sweeney at the center of a debate about how provocative advertising should be used to attract attention.
There is also an important distinction between the two campaigns: Sweeney’s relationship with Novig goes beyond appearing in advertisements. She is an equity holder and says she participated in the creative development of the campaign.
That makes the response to the Novig advertisement relevant not only as a celebrity controversy but also as a discussion about the business choices behind high-profile brand partnerships.
What Happens Next?
For now, Novig plans to continue its “Just Sports” campaign throughout football season, meaning the current commercial is unlikely to be the final piece of advertising associated with the partnership.
Whether the controversy affects the campaign’s longer-term reception remains to be seen. The advertisement has clearly generated discussion, but the central question is whether that attention translates into sustained interest in Novig’s sports prediction platform.
For Sweeney, the campaign represents another example of the actress taking an active role in commercial partnerships rather than simply serving as the face of a brand.
