Sydney Sweeney has appeared in a new topless advert for sports prediction company Novig, renewing attention on her role with the platform.
The Euphoria star shared the latest promotional video in an Instagram Reel. Sweeney became a strategic partner and equity holder in Novig in September, meaning her involvement extends beyond a conventional celebrity endorsement.
She previously fronted Novig’s provocative “Just Sports” campaign, posing nude while using sports equipment to cover herself. The campaign attracted both publicity and criticism, with opponents arguing that it sexualised sport and diverted attention from athletes.
Several prominent female athletes also criticised the campaign, saying it reduced women’s sport to a marketing gimmick rather than highlighting the skill and dedication of female competitors.
Sweeney’s stake in Novig has not been disclosed. The company describes itself as a sports-only prediction market, where users trade on the outcomes of sporting events.
Novig requires users to be at least 21. Sweeney’s latest post could reignite debate around the campaign, particularly because she has an ownership interest in the business as well as serving as its public face.
