‘Euphoria’ Star Sydney Sweeney Goes Fully Nude in Provocative New Sports Betting Ad for Novig

Sydney Sweeney is taking a very different approach to sports advertising. The Euphoria star has teamed up with Novig for a new campaign that puts her at the center of a playful and provocative ad filled with sports gear, bold jokes and plenty of attention-grabbing moments. According to Variety, Sweeney is not only starring in the campaign but has also joined Novig as a strategic partner and equity holder, giving her a bigger role with the sports prediction platform.

The ad is built around one simple message: Novig wants to focus only on sports. Sweeney appears alongside basketballs, footballs, hockey equipment and other sports items while explaining what makes the platform different. At one point, she says, “Think you know sports? Prove it. Novig is just sports. So they wanted to show just sports.” The campaign then takes that idea to an extreme, using Sweeney and a huge collection of athletic equipment to make sure the message is impossible to miss.

Sweeney also explained the thinking behind the campaign in a statement shared with Variety. “The campaign was about embracing a fun idea,” she said. “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.” That playful tone is clear throughout the commercial, which mixes traditional sports imagery with a much more unexpected presentation.

The commercial moves through several different sports settings, with Sweeney appearing in different pieces of athletic gear. She wears a hockey goalie mask, football pads, a baseball catcher’s helmet and a Novig jersey as the ad jumps from one visual gag to another. The campaign eventually takes things to a pool table, where Sweeney breaks a rack of billiard balls before delivering another joke directly to the camera. The result is less like a standard betting commercial and more like a celebrity-driven comedy sketch designed to get people talking.

Novig itself recently expanded nationwide and operates under a federally regulated framework, according to the information reported by Variety. The platform is aimed at users aged 21 and over and uses elements inspired by financial exchange systems while keeping its focus on sports. The company is positioning itself as an alternative to broader prediction markets that cover subjects far beyond games and competitions.

That difference is also a major part of Sweeney’s message in the ad. She points out that Novig does not offer betting on subjects such as wars, deaths or politics. “No betting on wars or deaths and no politics,” she says before adding, “Just you, your takes and sports.” Novig CEO and co-founder Jacob Fortinsky said the company wanted to create a prediction market specifically for sports fans, and he believes Sweeney helped make that message stand out.

This is also not Sweeney’s first time using a provocative campaign to get attention. The actress has appeared in several eye-catching promotions for her lingerie brand Syrn, which she launched earlier this year. She also appeared in an American Eagle jeans campaign that sparked a major online debate because of its use of the phrase “good genes.” Her latest Novig campaign continues that pattern of putting Sweeney at the center of advertising that quickly becomes part of the online conversation.

Away from advertising, Sweeney has several major film projects ahead. She is set to return for The Housemaid’s Secret, following the success of The Housemaid, which became a surprise box-office hit. She is also attached to Netflix’s Gundam movie and StudioCanal’s The Custom of the Country. For now, though, her latest sports campaign is giving fans another reason to talk about her, with Novig betting that Sweeney’s star power and the ad’s unusual style will make its sports-first message hard to forget.

Have something to add? Let us know in the comments.