Actress Sydney Sweeney is featured in a provocative new advertisement for Novig, a sports prediction market, designed to coincide with the start of the NFL season. The campaign, released by Novig, shows Sweeney in various poses with sports-related props.
In the advertisement, Sweeney appears nearly nude, with strategically placed sports equipment providing coverage. She directly addresses potential users, stating, "Think you know sports? Prove it." The ad highlights the prediction market's function by showing Sweeney interacting with different sports, including football, basketball, and soccer.
Sweeney also makes a lighthearted comment within the ad, remarking about a billiards table, "You can't trade this. I just look good here." The campaign aims to generate excitement for the upcoming NFL season and promote Novig's platform, which operates on an exchange model where users bet against each other, differentiating it from traditional sportsbooks.
This is not the first time Sweeney has participated in attention-grabbing advertising. Previously, she was involved in campaigns for Dr. Sasquatch soap and American Eagle jeans, both of which generated significant discussion. The Novig ad also arrives as rival prediction market Polymarket has launched its own campaign featuring athletes LeBron James and Eli Manning.
Novig is also partnered with the New York Mets. Other prediction market companies, such as Kalshi, have also invested heavily in advertising to compete in the growing market.