Sydney Sweeney's Investment Soars Amid Ad Controversy, Defended by Athletes
Actress's stake in Novig grows to $2 billion, while LPGA golfer Charley Hull dismisses criticism of Sweeney's marketing tactics.
The valuation of actress Sydney Sweeney's investment in the sports trading company Novig has surged to $2 billion, a significant increase from its previous $500 million valuation. This growth has occurred in the months following the release of a promotional advertisement for Novig featuring Sweeney. The commercial, which some critics argued was demeaning to female athletes, has sparked a debate about the use of sex appeal in sports advertising.
LPGA golfer Charley Hull has publicly defended Sweeney, dismissing the controversy as unwarranted. In an interview, Hull stated that the criticism surrounding the advertisement was exaggerated, asserting that it represents standard marketing practices and that Sweeney's business acumen is evident. Hull suggested that the outrage over the commercial was disproportionate to its content.
Sweeney, who acquired a stake in Novig, has seen her investment potentially increase substantially in value. While the exact amount of her initial investment is not publicly known, the company's valuation has quadrupled since February. Her involvement has drawn attention to the company, with the advertisement itself generating considerable social media discussion.
However, the ad has also faced backlash from various writers and athletes. Critics, including columnists for USA Today and The Guardian, have questioned the ad's appropriateness and its potential impact on the perception of women in sports. Some have suggested that the advertisement demeans the efforts of female athletes.
Proponents of Sweeney's approach, like Hull, view the ad as a form of business savvy. They argue that Sweeney is leveraging her public profile and marketability to advance her business interests, aligning with a trend of women taking on equity stakes and driving company growth. This perspective suggests that the criticism is rooted in a misunderstanding of modern marketing and female empowerment.
This is not the first instance of Sweeney's involvement in a campaign correlating with a business success. When American Eagle launched its "Sydney Sweeney Has Great Jeans" campaign in July 2025, the company's shares reportedly rose by 10 percent in a single day. The Novig situation represents another case where Sweeney's public image appears to have a tangible financial impact on a company's valuation.