Sydney Sweeney has stripped down for a new advertisement for Novig, a sports trading app that launched nationwide last month under a federally regulated framework. The Euphoria and White Lotus actress appears topless in the spot, clutching two footballs against her bare breasts while delivering the campaign’s central pitch: “Think you know sports? Prove it.”
According to Breitbart News, the ad then pulls the camera back to reveal Sweeney sitting on a basketball hoop, her long hair covering her chest, as she finishes her thought — “Just sports.”
From there, the spot moves through a montage of clips showing Sweeney in various athletic uniforms, running through the categories users can make predictions on: tennis, hockey, soccer, and golf among them. Toward the end, she breaks a rack of billiard balls and lies across a pool table, telling the camera, “You can’t trade this. I just look good here.”
One line in particular has drawn attention for what it says about the platform’s identity. Posing nude with a soccer ball, Sweeney smiles and says, “No betting on wars or deaths, and no politics. Just you, your takes, and sports.”
The pitch: ‘cut through the noise’
Sweeney framed the campaign as a straightforward creative exercise in a statement to Variety. “The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports,” she said. “The campaign brings that idea to life with confidence, humor and a playful edge.”
Novig requires users to be 21 or older. The company’s CEO, Jacob Fortinsky, described the ad as a way to sharpen its market position against competitors that span a broader range of prediction categories. “Sports fans deserve a prediction market built specifically for them,” he said. “There are many places where people can engage with prediction markets across different categories.”
Fortinsky went on to contrast Novig’s approach with those broader offerings: “Our focus is sports, and 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.”
Not her first provocative campaign
The Novig spot fits a pattern for Sweeney, who has built a parallel career as a brand face and entrepreneur. She has posed in risqué photos and videos for Syrn, the lingerie brand she launched earlier this year. Her willingness to lean into provocative imagery has become something of a signature — and, judging by the reaction to the Novig ad, a reliable way to generate attention for the products she attaches her name to.
The ad’s explicit framing of what Novig will not touch is notable in a prediction-market landscape where platforms have increasingly been pulled into questions about whether wagering on non-sports events — elections, conflicts, deaths of public figures — crosses a line for a mainstream audience. Novig’s answer, delivered by one of Hollywood’s most recognizable young stars, is to draw the boundary tightly and market that restraint as a feature rather than a limitation.
“Just you, your takes, and sports,” Sweeney says in the closing moments of the spot.
That message lands alongside the app’s national rollout, which Novig says proceeded under federal regulation. The company has positioned itself as a sports-only alternative in a crowded field, and its CEO’s comments suggest the narrow focus is not a temporary tactic but the core of the product’s pitch to fans.
Whether the combination of Sweeney’s star power and a no-politics promise moves the needle for Novig remains to be seen. What’s already clear is that the ad has accomplished the first job of any campaign: getting people to talk about it.
Source: www.breitbart.com — https://www.breitbart.com/entertainment/2026/09/09/sydney-sweeney-goes-nude-in-ad-for-sports-trading-app-no-bettering-on-wars-or-deaths-and-no-politics/