Euphoria star Sydney Sweeney finds herself at the center of a fresh media debate following the launch of an provocative new campaign for sports prediction market Novig, a company in which the 29-year-old actress holds an active equity stake. The ad series, which features Sweeney strategically covered only by sporting equipment like footballs, basketballs, and hockey pads, was designed to emphasize Novig’s singular focus on sports over entertainment or political markets.
Addressing the artistic direction behind the launch, Sweeney noted in an official statement:
“The concept is simple: cut through the noise and put the focus entirely on sports. Confidence, humor and a playful edge brought the idea to life.”
However, the commercial sparked immediate polarization online. Critics voiced concern over the hyper-sexualized presentation of a female partner within sports media, with high-profile comments on Novig’s official social accounts calling the imagery “tacky” and arguing it undermines female sports journalists and athletes.
Speaking to Complex, Sweeney emphasized that her involvement went far beyond acting:
“I’ve been a part of the creative conversations from the very beginning.”
Novig CEO Jacob Fortinsky further detailed that Sweeney’s motivation for partnering with a sports-only platform stemmed from her frustration with competitors running betting markets on her private life. Speaking with Front Office Sports, Fortinsky revealed that Sweeney was specifically bothered by invasive markets allowing users to bet on personal matters, including the color of her underwear, making a sports-exclusive platform a safer strategic fit.
Sweeney appeared to subtly address her critics via Instagram Stories by sharing an uncaptioned gallery of iconic, semi-nude sports portraits featuring celebrated athletes such as Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Rob Gronkowski, and Jason Kelce. The quiet gesture served as a clear statement on body autonomy and sports culture, proving once again that Sweeney remains entirely unbothered by the court of public opinion.
