Sydney Sweeney Fronts Novig Sports-Betting Campaign at 28, Drawing Praise and Backlash
Updated
Updated · Fox News · Sep 9
Sydney Sweeney Fronts Novig Sports-Betting Campaign at 28, Drawing Praise and Backlash
3 articles · Updated · Fox News · Sep 9
Summary
Sydney Sweeney, 28, appears nude or scantily clad in a new Novig ad campaign built around football, soccer, hockey and pool props to market the betting platform’s sports-only pitch.
Novig framed the campaign around stripping away everything but sports, with Sweeney saying the concept was to “cut through the noise” and put the focus entirely on sports with humor and confidence.
Online reaction split quickly: some users praised the ad as sharp marketing and one of sports betting’s best commercials, while others called it tacky and questioned its appeal to younger sports fans.
Critics also tied the imagery to Sweeney’s sexualized “Euphoria” persona, reviving a familiar debate as she continues to juggle a packed film slate including “The Housemaid’s Secret” and “Sleepy Hollow.”
Behind the provocative ad, Sydney Sweeney holds equity in Novig; could this controversial gamble redefine celebrity business partnerships in regulated markets?
As prediction markets blur the line with gambling, will Novig’s highly sexualized, celebrity-driven strategy invite stricter federal advertising crackdowns?
Critics slam the campaign's sex appeal, but is the real controversy how peer-to-peer sports trading is quietly replacing traditional sportsbooks?