Sydney Sweeney Counters Nude Ad Backlash With 5 Athlete Cover Photos

Q: Did a Hollywood star intentionally spark outrage to secretly boost profits for a sports betting app she actually co-owns?

There is evidence Sydney Sweeney helped create a controversy-generating campaign for Novig, but no proof she intentionally manufactured outrage in secret. What is established is that Sweeney is more than a paid celebrity face. Multiple reports say she is a strategic partner and equity holder in Novig, meaning she could benefit if the company’s value rises. Novig CEO Jacob Fortinsky said she approached the company as a potential investor, took an ownership stake, and helped shape the message, including the “no wars, no deaths, no politics, just sports” line. Sweeney also said she was involved in creative discussions “from the very beginning.” There is also clear evidence the campaign was designed to grab attention. Fortinsky said Sweeney “forces us into the national discourse” and described the ad spend as a concentrated marketing bet going into football season. The ad went viral within hours and generated millions of views, which likely boosted Novig’s visibility at a key growth moment after its nationwide launch. But the leap from “attention-seeking” to “intentionally sparked outrage” is unproven. Neither Sweeney nor Novig has said the backlash itself was the goal. Publicly, both framed the ad as playful, humorous and sports-focused. It is fair to say the campaign was provocative by design and that Sweeney had a financial interest in its success. It is not supported by the available facts to say she secretly engineered outrage specifically to increase profits.

3 articles · Updated · Fox News · Sep 13

Sunday Instagram posts from Sydney Sweeney, 29, showed her posing with footballs and sharing nude magazine covers featuring Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki.
The posts appeared to answer criticism of her nearly nude Novig campaign launched Wednesday, which promoted the sports trading app with the line that it is "just sports."
Online reaction to the ad split sharply, with some users calling it a sexualized insult to female athletes and others praising it as bold sports marketing.
Variety quoted Sweeney as saying the campaign aimed to "put the focus entirely on sports" with confidence, humor and a playful edge, extending a pattern of controversy around her past ads and roles.