Sydney Sweeney released a second provocative Novig advertisement on Sunday, again appearing without a top amid ongoing criticism of her partnership with the sports-betting platform.
The “Euphoria” alum, 29, shared the new spot for the sports-prediction market and trading app just weeks after her initial campaign drew fire for sexualizing female athletes. In the latest ad, Sweeney wears only white panties branded with the Novig logo.
“There are grown men making spreadsheets to bet on what color underwear I’m wearing,” she says in the spot.
“I mean, I’m flattered?”
At one point, the actress strategically covers her breasts with two footballs. She continues with a pointed comparison between obsessive gambling behavior and casual sports trading.
“There’s someone sitting in a bathroom stall and betting their 401k on a w–re, and then, there are just people who trade on sports,” she says.
“Novig is… just sports,” she concludes.
The new advertisement arrived after Sweeney faced substantial backlash for her first Novig spot last month, which featured her posing nude to promote the platform. Critics argued the campaign reduced women’s connection to sports to mere physical appearance and objectification rather than athletic achievement.
Rather than retreating, Sweeney responded to that initial criticism by posting additional stripped-down images from the campaign on Instagram. She also shared photographs of prominent athletes who had previously posed without clothing for ESPN’s Body Issue, including Serena Williams, Ronda Rousey, Karl-Anthony Towns and Jason Kelce.
The controversy has drawn commentary from within Hollywood as well. Sharon Stone, Sweeney’s “Euphoria” co-star, was recently asked about the situation and offered a measured response to People.
“It is up to her to take responsibility for her actions,” Stone, 68, said of the younger actress.
The “Basic Instinct” star positioned herself as an advocate for a different approach to women’s athletics.
“My part is to be a cheerleader for the women who have made it through and become champions in women’s sports,” she continued.
Stone added that the focus of women’s sports should not center on attracting male viewership through provocative means.
“We can’t denigrate women’s sports to get men’s attention so they can gamble,” she explained.
Despite the criticism, Sweeney’s latest ad generated enthusiastic responses from supporters in comments sections. “She finna piss them off again lol,” one fan wrote. Another commented, “I love this! And I love all the Jealous Girls, yelling when they see another new Spot.”
One observer joked, “I think Sydney loves being hated.”
The “Anyone But You” star’s continued embrace of the controversial campaign suggests she remains unapologetic about her creative choices and marketing partnerships regardless of the divided public reaction.
Sweeney first partnered with Novig last month, appearing nude in the initial advertisement that launched the collaboration between the actress and the sports-prediction platform. That spot prompted immediate debate about whether the imagery undermined efforts to advance women’s standing in sports culture.
The actress’s decision to release a follow-up advertisement employing similar imagery indicates she intends to maintain the provocative tone of the partnership rather than adjust the campaign’s approach in response to detractors.