Actress Sydney Sweeney is featured in a new, provocative advertisement for the sports prediction market Novig. The campaign, released on September 9, 2026, shows Sweeney using footballs to cover her body as she encourages viewers to explore the platform's sports offerings.
"Think you know sports? Prove it. Novig is just sports," Sweeney states in the ad. "So they wanted a show. Just sports."
This advertisement marks Sweeney's latest venture into high-profile campaigns. Last year, the 28-year-old actress faced controversy for her role in an American Eagle ad. The campaign featured the tagline "Sydney Sweeney Has Great Jeans," a play on "great genes," which sparked a debate online. Some critics accused the company of promoting eugenics and white supremacy, drawing comparisons to propaganda.
Sweeney addressed the American Eagle controversy in an interview with People, stating she was surprised by the reaction. She clarified that her involvement was due to her affinity for the brand and its jeans, and she does not support the interpretations some viewers assigned to the campaign. "Many have assigned motives and labels to me that just aren’t true," she said.
American Eagle defended the campaign, asserting that it focused on personal style, confidence, and authenticity. The company stated on Instagram that the campaign was "about the jeans. Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."
Despite initial backlash, the American Eagle campaign reportedly achieved its marketing goals. The ensuing buzz and discussion led to an increase in new customers, with soaring sales and jean sell-outs, ultimately boosting investor interest.