Sydney Sweeney Sparks New Buzz With Latest Racy Novig Commercial

Actress Sydney Sweeney has released a new commercial for sports prediction exchange Novig—and it’s just as provocative as the campaign’s debut spot last month.

Wearing no more than Novig-branded underwear and footballs to cover her cleavage, Sweeney, as she did in the original commercial, reminds viewers that Novig is a sports-only yes/no exchange while taking shots at unidentified competitors.

The “Euphoria” star dropped the new spot on her Instagram account on Sunday.

Novig, Sweeney Not Shying Away from Controversy

Sweeney’s original Novig commercial drew rebuke from social media critics and high-profile female athletes, who argued that the nearly nude ad over-sexualized women’s sports.

However, Sweeney didn’t take those claims lightly. She fired back on social media, posting numerous examples of female athletes posing for publications, such as ESPN The Magazine and the Sports Illustrated Swimsuit Issue, wearing little to no clothing.

Rather than retreating, both Novig and Sweeney are leaning further into the edgy marketing push. The strategy strategically targets Novig’s core demographic: young, digital-native male sports fans and traders.

Equity Deal Pays Off

Prior to the release of the first Sweeney commercial, Novig was already one of the fastest-growing names in the prediction market industry, but the actress’s racy ads may be favorably affecting the company’s economics.

Reports following the initial ad campaign indicated that Novig achieved a $2 billion valuation during a recent capital raise—a fourfold jump from its $500 million valuation earlier this year. The surge suggests institutional backers are embracing the company’s aggressive branding tactics.

The valuation pop directly benefits Sweeney. Rather than accepting a traditional cash fee for her endorsement, the actress negotiated an equity stake in Novig when structuring the deal.

While the exact size of her ownership position remains undisclosed, her financial upside is tied directly to the platform’s growth.