Actress Sydney Sweeney is featured in a new advertising campaign for Novig, a sports prediction market, which was unveiled on September 9, 2026. The commercial, designed to promote the startup's platform, has rapidly become a subject of widespread discussion across social media platforms. The advertisement features the 28-year-old actress appearing nude, with various pieces of sports equipment strategically positioned to obscure parts of her body throughout each scene.
"Sometimes I’ll think that I can do a normal thing and have a date in a normal way, and then it gets perceived in a very non-normal way." Sydney Sweeney, Actress
The commercial commences with Sweeney directly addressing viewers in a low, deliberate tone, stating, “Think you know sports? Prove it. Novig is just sports.” Subsequent scenes depict the actress in settings related to sports, such as perched atop a basketball hoop, where she remarks, “So they wanted a show? Just sports.” Another segment shows Sweeney wearing shoulder pads, with a football shielding her midsection, as she informs the camera, “You can trade this sport. And this sport.” Before the advertisement concludes, Sweeney highlights specific restrictions built into the Novig platform, declaring, “No betting on wars or deaths and no politics. Just you, your takes, and sports.”
Public reaction to the campaign was swift and widespread, with comments pouring in across social media within hours of its release. Many users expressed humor and admiration for Sweeney's ongoing ability to generate significant online engagement. One user humorously stated, "I just got into a car accident," in reaction to the ad. Another commenter noted Sweeney's consistent online impact, writing that "She’s got the whole internet malfunctioning.. AGAINNNN." Praise for the commercial also came from various directions, with one user simply calling it the “Greatest ad ever,” while fans directed their admiration at Sweeney herself, with comments such as, “We are at your feet sidney,” and “Yeah I’m not skipping this ad.”
The Novig deal marks another high-profile endorsement for Sweeney, whose public profile has grown significantly alongside her acting career. Her personal life has also been a subject of public interest, particularly her relationship with music executive Scooter Braun, which became more public last year. Initial reports, according to a source speaking to Entertainment Tonight, described the relationship's early stages as discreet, with the couple "trying to be as low-key as possible, while still dating and having fun." By December, however, a source for People indicated a deepening commitment, stating, “Scooter and Sydney are going strong and things between them are great. They’re in a committed relationship, and things are serious.”
Sweeney herself has previously discussed the challenges of public dating. In a January interview with Cosmopolitan, she reflected, “Sometimes I’ll think that I can do a normal thing and have a date in a normal way, and then it gets perceived in a very non-normal way,” describing the experience as “kind of sad.” She elaborated on the difficulty of maintaining a private life under constant public scrutiny, explaining, “I understand that I’m a public person, but I’m still in my 20s. I’m still figuring out love, and it’s hard to do that with millions of people who have their own opinions of what that looks like.” Sweeney also noted a shift in her personal priorities, moving from a career-first approach to seeking more life experiences. “At the same time, for all of my 20s, I put my head down and focused on work—and now I want to experience things,” she said. “But it’s hard deciding that I want to experience love in the public eye. I’m just navigating it all.” Braun offered his perspective on the relationship in May, speaking on the Second Thought With Suzy Weis podcast, where he described Sweeney as "an extraordinary woman who is kind and generous and smart, and real and down to earth.”
This latest campaign is not the first of Sweeney’s endorsements to attract significant public debate. Last year, her partnership with American Eagle drew criticism over the slogan “Sydney Sweeney Has Great Jeans,” a phrase that was interpreted by some online commentators as carrying undertones related to eugenics and white supremacist ideology. Some critics went further, drawing comparisons between the campaign’s messaging and Nazi propaganda. Sweeney later addressed the controversy in an interview with People, expressing her surprise at the intensity of the reaction. “I was honestly surprised by the reaction,” she stated. “I did it because I love the jeans and love the brand. I don’t support the views some people chose to connect to the campaign.” She also rejected the interpretations of her involvement, adding, “Many have assigned motives and labels to me that just aren’t true.” American Eagle publicly defended its campaign, asserting its focus remained on style and self-expression. The company clarified its position in an August 1 Instagram post, stating, “‘Sydney Sweeney Has Great Jeans’ is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone.”
Both the Novig and American Eagle campaigns, released approximately a year apart, have demonstrated a similar pattern: an initial period of intense public reaction and discussion, followed by public statements from the involved parties aimed at clarifying their positions or addressing the ensuing controversy.
