Sydney Sweeney appears topless in second provocative ad for sports betting platform
The 'Euphoria' star stars in a new commercial for Novig, a sports-exclusive prediction market, where she is seen wearing only underwear.
Actress Sydney Sweeney has released a second provocative commercial for the sports betting platform Novig, appearing topless and wearing only underwear. The ad features Sweeney calling out other prediction markets while subtly referencing her own participation.
In the video, Sweeney is barefoot and clad in white underwear as she walks across a dimly lit stage. The camera focuses on her as she sits and propped footballs against her chest, a visual echoed from her previous Novig ad. She speaks about the nature of prediction markets, mentioning "grown men making spreadsheets to bet on what color underwear I'm wearing" and the existence of "insider trading on dictators dying and armies of bots manipulating it all." She contrasts these with Novig, stating, "And then, there are people who just trade on sports. Novig is just sports."
This is Sweeney's second advertisement for Novig, a company she holds equity in and was involved in developing the campaign. The first ad, released on September 9, showed the actress posing nude with strategically placed sports equipment. The campaign's concept, as explained by Sweeney, was to "cut through the noise and put the focus entirely on sports."
Novig, founded in 2021 by Jacob Fortinsky and Kelechi Ukah, transitioned to a sports-exclusive prediction market platform in August of this year. The initial campaign generated significant attention and some criticism regarding its imagery.
Sweeney has previously addressed public scrutiny over her appearance and the attention she receives, telling Variety in 2024, "I see it, and I just can't allow myself to have a reaction." She described a "weird relationship" with the public, where people feel entitled to comment on her life without her control.
Sweeney gained prominence for her role as Cassie Howard in HBO's drama series 'Euphoria,' which concluded its run earlier this year. Her portrayal earned her an Emmy nomination. The actress has been dating businessman Scooter Braun for over a year, having met at a wedding in Venice in the summer of 2025.