Actress Sydney Sweeney recently appeared in a provocative commercial for the sports prediction market Novig, posing nude for the advertisement. According to Novig founder and CEO Jacob Fortinsky, Sweeney herself chose to be nude for the campaign due to her discomfort with other platforms that host prediction markets on personal topics, such as the color of her underwear.
"There's something clean about sports," Sweeney reportedly stated, expressing a preference for platforms focused strictly on sports predictions over those allowing bets on a wide range of subjects. Fortinsky recalled Sweeney saying she was "uncomfortable with other platforms that have markets on what color underwear I’m going to wear."
Sweeney, who holds an equity stake in Novig, participated in the campaign, which features her using sports equipment to cover herself while promoting the platform's focus on sports.
"Think you know sports? Prove it. Novig is just sports," she says in the commercial. Later, she adds, "No betting on wars or deaths and no politics. Just you, your takes, and sports."
The ad campaign comes amid reports of influence from her boyfriend, media mogul Scooter Braun, on her career decisions. According to Puck News, Braun was instrumental in Sweeney's recent move to sign with CAA agent Kevin Huvane. Braun reportedly arranged a dinner with Huvane without Sweeney's existing management's knowledge, leading to her signing with CAA.
This career shift coincided with Sweeney's departure from her long-time public relations team, ImPRint PR, after a decade. Sources indicated that both parties were amenable to parting ways, with ImPRint reportedly growing frustrated by Sweeney not following their advice. Puck noted that when ImPRint aimed to position Sweeney for awards consideration by sending her to Variety's Power of Women event in a sheer gown, she appeared in an outfit that highlighted her cleavage.
It remains unclear if Braun, who has managed artists like Ariana Grande and Justin Bieber, has any input on Sweeney's current public relations strategy or wardrobe choices.
Sweeney's role in the boxing biopic "The Chain" did not achieve box office success, leading some observers to suggest she has since relied on her public image. Her appearances in the third season of "Euphoria" generated significant media attention. She also launched her lingerie brand, Syrn, which she has promoted through various pictorials and commercials, including one featuring her topless.
Earlier, Sweeney attended the Venice Film Festival in a sheer gown and was also seen in a similar transparent dress at an event in Los Angeles.