Sydney Sweeney, 28, has starred in the first national brand campaign for sports prediction market Novig, titled "Novig is Just Sports." The advertisement features Sweeney posing with various sports equipment, including footballs, basketballs, and a tennis racket, to cover her body. She also appears wearing Novig underwear in the minute-long commercial.
Sweeney, who joined Novig as a strategic partner and equity holder, stated that the campaign's concept is to "cut through the noise and put the focus entirely on sports." She further clarified that Novig differentiates itself from other prediction markets by prohibiting "betting on wars or deaths and no politics," focusing instead on "Just you, your takes and sports."
Jacob Fortinsky, co-founder and CEO of Novig, commented that the company was built to provide "a better experience for fans" by dedicating itself exclusively to sports. He added that Sweeney helped convey this message effectively.
Sweeney filmed the campaign in Australia while also working on Netflix's upcoming live-action "Gundam" film. She described the experience of being on set for extended periods as potentially isolating but found comfort in her long-time glam team who joined her in Australia for the Novig shoot. "My team who I’ve been with for almost a decade—they’re like my family—it was really exciting to be able to see them again," she told Complex.
This is not Sweeney's first time appearing in a high-profile campaign. Her previous work with American Eagle in July 2025 generated some controversy but was ultimately deemed the brand's "most successful to date," with her custom designs selling out quickly.