‘Euphoria’ Star Sydney Sweeney Goes Viral With Naked Times Square Billboard

Sydney Sweeney has spent the past few years steadily expanding her footprint well beyond acting, taking on producing credits and building out a business portfolio that extends far past her on-screen work. Between her production company’s slate of projects and a handful of high-profile brand partnerships, the “Euphoria” star has increasingly positioned herself as someone with genuine business ambitions rather than just a recognizable face for hire.

That approach has become a defining part of how Sweeney talks about her career these days, particularly when it comes to choosing which brands she attaches her name to. Rather than simply appearing in a commercial, she’s been vocal about wanting real creative and financial involvement in anything she signs onto.

Her latest venture makes that philosophy explicit. Sweeney has joined Novig, a sports prediction market, as a strategic partner and equity holder, fronting the company’s new “Just Sports” campaign while also helping shape its creative direction from the ground up.

Speaking exclusively with Complex, Sweeney explained that meaningful collaboration has become a non-negotiable part of how she picks projects outside of acting. She said, “I don’t like to just put my face on something,” a philosophy she shared in comments reported by Complex.

Sweeney told Complex she was involved in Novig’s creative conversations from the very beginning, describing the working relationship she built with the team as a genuine collaboration rather than a standard endorsement deal. That hands-on involvement extended into shaping the “Just Sports” campaign’s tone, which she described as a simple, playful concept built around one straightforward idea.

In an official statement, Sweeney reinforced that framing, saying the campaign was about embracing a fun idea, a characterization shared in comments reported by The Hollywood Reporter. Novig itself launched nationwide last month under a federally regulated framework, positioning itself as a sports-only prediction market that deliberately excludes politics and other categories from its offerings.

Sweeney has described thriving while juggling multiple professional hats simultaneously, pointing to her ongoing producing work across films like “Anyone But You,” “Christy,” “The Housemaid,” and her upcoming live-action “Gundam” adaptation. She took on the Novig partnership while still filming “Gundam” in Australia, squeezing the brand’s creative development in alongside an already packed acting and producing schedule.

This isn’t the first time Sweeney has taken an equity stake or ownership position in a brand partnership rather than settling for a traditional paid endorsement. Her approach with Novig reflects a broader career strategy she’s leaned into increasingly over the past couple of years, treating brand partnerships as genuine business investments rather than one-off marketing appearances.

That strategy carries some inherent risk, given how quickly public reaction to celebrity-fronted campaigns can shift once a brand’s messaging enters the broader cultural conversation. Sweeney has navigated that terrain before, including with an earlier American Eagle campaign that similarly generated significant public discussion.

For Sweeney, though, the calculation appears to be less about avoiding controversy and more about ensuring she has genuine ownership and creative input in whatever she attaches her name to. Her comments to Complex make clear she views these kinds of partnerships as an extension of her broader business identity, not simply another item on a growing list of celebrity endorsements.

As Novig continues expanding its presence in the sports prediction market space, Sweeney’s equity stake gives her a direct financial interest in the company’s long-term success, distinguishing this deal from a typical short-term ad campaign. Combined with her expanding producing slate, it’s clear Sweeney is building a business portfolio designed to outlast any single acting role or brand deal.

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