Sydney Sweeney’s decision to partner with sports prediction market Novigbegan with something she says she found “uncomfortable." The Why Sydney Sweeney Stripped Down In New Ad After Becoming ‘Uncomfortable’ With Rival Prediction Markets first appeared on The Blast

Sydney Sweeney‘s decision to partner with sports prediction market Novig and appear naked in their new ad began with something she says she found “uncomfortable” about other sports prediction markets.

The actress claimed that other platforms having markets where users can trade on very personal details about her life was something that rubbed her the wrong way.

Rather than work with those other companies that cause her discomfort, Sydney Sweeney chose Novig because, as they expressed in their first campaign that polarized the internet, they’re focused on “Just Sports.”

Sydney Sweeney’s Discomfort With Other Sports Betting Markets Pushed Her To Do Nude Campaign

Novig Ceo and Co-founder Jacob Fortinsky is in the news talking about how he and Sweeney came to work together on the viral nude sports prediction campaign.

According to the New York Post, Fortinsky said that Sweeney approached the company after she was left displeased with the types of markets available on competing prediction platforms.

“She said, ‘I’m uncomfortable with other platforms that have markets on what color underwear I’m going to wear,'” he revealed in an interview with Front Office Sports.

Fortinsky added that “there’s something clean about sports,” showing exactly why Sweeney chose the platform.

Prediction markets like Kalshi and Polymarket reportedly allow trade on subjects that have nothing to do with sports, which Novig has based its platform entirely on.

That distinction became the central message behind their campaign, which is, “Novig is Just Sports.”

Sweeney’s discomfort is now the starting point for a partnership that is more than mere celebrity endorsement.

The 28-year-old became an equity holder in Novig, and they used her love for sports and her ability to get a crowd talking to launch their first-ever national campaign.

The Actress Was Very Comfortable In Her Spicy Ad

Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi

— Novig (@Novig) September 9, 2026

Novig’s spicy ad was a deliberate choice by the company and Sweeney. In the approximately one-minute advertisement, the “Euphoria” star appears entirely nude, with balls and other sports equipment strategically positioned to cover up her body.

Sweeney, fully nude, started off the ad with an invitation to all her viewers: “Think you know sports? Prove it,” she said, adding that “Novig is just sports. So they wanted to show just sports.”

The commercial then moves through a series of games with Sweeney appearing in different sports settings and having only sports paraphernalia to keep her relatively modest.

She at one point lies naked on a pool table simply because, as she says, “I just look good here.”

Sweeney goes on to explain that Novig has nothing to do with markets on wars, deaths, or politics because they are, as they repeat incessantly, “Just Sports.”

• Sydney Sweeney faced backlash for baring more than ever in her latest ad campaign.
• She was warned about her Scooter Braun romance facing pressure over his kids.
• Sweeney was accused of using her underwear to take a jab at Taylor Swift.
• The actress’s snaps in boyshorts sparked calls for a Marvel role.
• The actress “deliberately” leans into sultry roles, experts claim.
• Experts cautioned Sweeney that “sexualized” roles could derail her acting career.

Sydney Has Faced Major Backlash Due To The Provocative Ad

Sweeney’s new campaign was released on September 9, right as the NFL is about to start its new season, keeping it fresh in the minds of potential bettors and traders.

According to Novig, their intention was to grab attention while putting emphasis on their sports-focused branding.

Variety quotes the actress saying, “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”

However, since the release of the ad, Sweeney has received largely negative reactions from people online due to the provocative nature of the now-viral campaign.

Per The Blast, a social media user wrote, “Selling gambling by selling sex. Society is crumbling before our eyes.”

The Actress’s Love For The Game Informed Her Foray Into The Sports Market

In an interview with Complex, Sweeney described the campaign as “a very simple and playful idea,” and revealed how involved she was.

“I’ve always believed that the best partnerships are the ones where everyone’s getting to collaborate; I don’t like to just put my face on something,” she told the outlet.

She added that being part of the company’s growth rather than simply being “the face of it” was very important to her.

Sweeney revealed that she loved sports growing up, confirming that her love for it predates the Novid collaboration.

During her chat with the media outlet, she said, “I played sports growing up. I was on a soccer team, I was on a softball team, I was on a snow ski team. I learned how to slalom ski when I was little, and I did MMA.”

The “Christy” actress further revealed that she’s gained a “really huge appreciation” for the art of boxing after playing Christy Martin in the biographical film.

Sydney Sweeney Knows How To Get People Talking Ahead Of NFL Season

The Novig ad and the buzz it has stirred up are another in a series of high-profile advertising campaigns Sweeney has been a part of.

She previously appeared in controversial campaigns for Dr Squatch and American Eagle that saw her get heavily criticized and made her a polarizing figure.

However, her new campaign carries significantly more risk as she’s both the face of it as well as an investor in the prediction market platform.

The campaign put its “Just Sports” identity alongside one of Hollywood’s most recognizable faces with the hopes that they will become a part of the “national discourse.”

Whether their efforts would continue to grab attention or lose steam is yet to be seen, but with the NFL season just around the corner and the nation talking about them, it surely couldn’t hurt.

The Why Sydney Sweeney Stripped Down In New Ad After Becoming ‘Uncomfortable’ With Rival Prediction Markets first appeared on The Blast