Sydney Sweeney appears in a new provocative advertisement for sports prediction-market platform Novig, revisiting a campaign previously criticised for its portrayal of women in sports. The new video, released on 11 October, combines humour about betting markets to highlight Novig's differences from its competitors.
Sweeney, wearing white underwear with the Novig logo, opens the advertisement by joking about men wagering on her appearance. 'There are grown men making spreadsheets to bet on what colour underwear I'm wearing,' she says, adding, 'I mean, I'm flattered'.
The actress, covering her chest with two American footballs, then shifts the focus to prediction markets beyond sports. 'There's insider trading on dictators dying and armies of bots manipulating it all,' she continues. 'There's someone sitting in a bathroom stall betting their 401(k) on a war. And then, there are people who just trade on sports.'
The advertisement concludes by emphasising Novig's core message: 'No BS. Just sports', presenting the platform as an alternative to prediction markets that address sensitive issues.
Babe wake up new Sydney Sweeney Novig ad just dropped pic.twitter.com/UMt0FjwZt7
— Peter Joseph Millar II, PGA, CFA (@FairwayFelon) October 11, 2026
Novig Targets Rivals
The campaign positions Novig against competitors Kalshi and Polymarket, which offer markets on a wider range of real-world events. Sweeney's references to political deaths, market manipulation, and wagers on war reflect criticism of prediction markets that permit trading on sensitive or controversial outcomes.
The industry has also faced scrutiny over the risks associated with trading on confidential information. Earlier in 2026, an army officer involved in the operation to capture Venezuelan President Nicolás Maduro reportedly earned over £302,000 ($400,000) through Polymarket wagers using classified information, according to Reuters.
Novig's focus on sports-only markets gives the advertisement a broader commercial purpose beyond its provocative imagery. The campaign emphasises the company's narrower focus as an alternative to competitors' broader range of markets.
🗞️ | Sydney Sweeney apareceu novamente com pouca roupa em um novo anúncio do "Novig".
— Cinema CLT 👷🏻 (@cinemaclt) October 11, 2026
Vestindo apenas uma calcinha branca com o nome do aplicativo de previsões esportivas estampado, a atriz diz: "Tem homens adultos criando planilhas para apostar na cor da roupa íntima que estou… pic.twitter.com/4hLYuW8HCV
Prediction Markets Under Scrutiny
Novig's campaign launches while prediction-market operators in the United States face regulatory challenges. The Commodity Futures Trading Commission oversees federally regulated derivatives markets, including certain event contracts.
Several states are evaluating whether to regulate specific prediction-market products under gambling laws. Kalshi and Polymarket, for example, have drawn attention for the variety of markets they offer.
Meanwhile, concerns about market manipulation, insider information, and regulating event-based contracts remain central to the industry's development. Novig's advertising addresses these concerns as part of its marketing strategy.
Previous Campaign Backlash
Controversy surrounding Sweeney's Novig campaign extends beyond provocative imagery, raising broader questions about the sexualisation of women in sports advertising and its potential impact on younger audiences. Female athletes and commentators argue that the campaign diverts attention from women's athletic achievements to their physical appearance.
Sydney Sweeney x Novig in New York. pic.twitter.com/dRTVcPyyKz
— Sweeney Daily (@sweeneydailyx) September 11, 2026
Psychotherapist Julie Sweet told NewsWire that portraying women as sexual objects in sports advertising may reinforce gender stereotypes among young boys. She cautioned that repeated exposure could normalise the perception that women's bodies are part of the entertainment value in men's sports.
Australian Olympic swimming champion Ariarne Titmus expressed similar concerns, questioning the message the advertisement sends to younger generations. Actress Sharon Stone, Sweeney's Euphoria co-star, also criticised the campaign, stating that women's sports should not be used solely to attract male gambling customers.
Sweeney responded to the backlash by sharing images of athletes who posed nude for ESPN's Body Issue. These include Serena Williams, Ronda Rousey, Karl-Anthony Towns, and Jason Kelce.
These images renewed discussion about nudity in sports media. Some view the imagery as a celebration of athletes' bodies, while critics question whether its primary purpose is to attract attention.
The latest advertisement maintains the campaign's provocative approach, linking Sweeney's appearance to broader debates about prediction markets and using the controversy to reinforce Novig's sports-focused message.
