Sydney Sweeney Goes Viral For Novig Campaign
Sydney Sweeney is the face of sports prediction market Novig's first national brand campaign, and she made sure it would be impossible to ignore.
In the one-minute ad titled "Novig is Just Sports," the 28-year-old Euphoria actress poses bare-chested, covered only by footballs, basketballs and a tennis racket, while also rocking a pair of white Novig underwear. Sitting atop a basketball hoop, she delivers the line: "They wanted a show."
The ad has a point beyond the spectacle. Sweeney uses it to draw a clear distinction between Novig and platforms like Kalshi and Polymarket that allow users to bet on elections, geopolitical outcomes and other non-sports events. "No betting on wars or deaths and no politics," she says directly to camera. "Just you, your takes and sports."
She is not just a spokesperson. Sweeney joined Novig as a strategic partner and equity holder, making her a stakeholder in the company's success.
She shot the campaign in Australia while filming Netflix's live-action Gundam adaptation, with her longtime glam team flying out to join her on set. "Because I've been a part of the creative conversations from the very beginning, I had built an amazing relationship with everyone involved," she told Complex.
The ad arrives a year after her American Eagle "Great Jeans" campaign, which became the brand's most successful ever despite, or perhaps because of, the controversy it generated. Novig appears to be counting on the same dynamic.
