Sydney Sweeney has spoken out about her new partnership with sports prediction market Novig.
The “Euphoria” actress, 28, joined the company as both a strategic partner and equity holder ahead of its first national brand campaign, “Novig is Just Sports,” which dropped Wednesday. In a press release, she said she signed on to “embrace a fun idea.”
“The concept is simple: cut through the noise and put the focus entirely on sports,” she explained. “The campaign brings that idea to life with confidence, humor and a playful edge.”
Jacob Fortinsky, co-founder and CEO of Novig, said in the same release that the company “built a better experience for fans” by being dedicated “entirely to sports.”
“Sydney helped bring that message to life in a way that’s impossible to ignore,” Fortinsky shared.
The one-minute spot features Sweeney posing with footballs, basketballs and a tennis racket to cover her bare chest, plus a pair of white Novig underwear. At one point she sits atop a basketball hoop and says cheekily, “They wanted a show.”
The Emmy nominee also clarifies in the ad that there’s “no betting on wars or deaths and no politics” with Novig, unlike other popular prediction markets.
“Just you, your takes and sports,” she says.
Sweeney shot the campaign while in Australia filming Netflix’s upcoming live-action “Gundam” film, based on the 1979 anime series, according to Complex. She told the outlet that her early involvement in creative conversations had built strong relationships with the team.
“Because I’ve been a part of the creative conversations from the very beginning, I had built an amazing relationship with everyone involved, and I was really excited to get to set,” she said.
The “Madame Web” star admitted to Complex that long stretches away on location “can be kind of isolating.” She found relief when her longtime glam team flew out to Australia to prepare her for the Novig shoot.
“My team who I’ve been with for almost a decade—they’re like my family—it was really exciting to be able to see them again,” she said.
This is not Sweeney’s first time as the face of a major campaign. American Eagle tapped her for a July 2025 ad that quickly sparked controversy with its play on the word “genes.” The backlash, which Sweeney called “surreal,” did not deter the brand from standing behind her. Her custom designs sold out within days, and American Eagle claimed the campaign was its “most successful to date.”
The Australia shoot marks a busy stretch for Sweeney, who has been balancing film work with expanding her business portfolio. The “Gundam” adaptation represents her latest major project for Netflix, while the Novig deal gives her an equity stake in the growing sports prediction space.
Novig enters a crowded prediction market field but is seeking to differentiate itself through its sports-only focus. The company’s branding leans heavily on the idea that fans want a cleaner, politics-free experience.
Sweeney’s involvement goes beyond a typical celebrity endorsement. As a strategic partner with equity, she has a financial stake in the company’s performance and participated in shaping the campaign’s creative direction from its earliest stages.
The actress has built a reputation for weathering public controversy while delivering strong commercial results. Her American Eagle experience demonstrated that online backlash does not necessarily translate to poor sales, and her team’s loyalty suggests she maintains close professional relationships over time.
Netflix has not announced a release date for the “Gundam” film.