Sydney Sweeney doesn’t just star in controversial ads. She helps engineer them.
The actress became an equity partner and creative director at sports prediction market Novig before the viral advertising campaign’s launch.
Sydney Sweeney is not merely starring in controversial advertisements; she actively participates in their creation. After generating significant buzz and controversy with last year's American Eagle "great jeans" ad campaign, Sweeney has taken it to new heights with a provocative video for sports prediction market startup Novig. In the minute-long social media ad, Sweeney promotes the platform while wearing minimal clothing, alongside sports gear.
Unsurprisingly, the campaign has sparked debates surrounding the sexualization of women in sports. However, the ad titled "Just Sports" stands out for its eye-catching performance, receiving tens of millions of views across X and Instagram. Moreover, its unusual business arrangement is noteworthy: Sweeney obtained a share of the company, rather than a simple endorsement fee.
Novig CEO Jacob Fortinsky revealed that Sweeney approached the company, attracted by its exclusive focus on sports-event contracts and her desire to become a shareholder rather than a one-off campaign participant. Unlike competitors like Polymarket and Kalshi, which cover diverse topics, Novig's unique approach of focusing solely on sports sports drew Sweeney to the company, reflected in the ad's script.
The Sweeney deal comes at a time when prediction markets are seeking celebrity endorsements to boost engagement and user growth. Just 24 hours before Novig's campaign, Polymarket posted a similarly timed advertisement on social media featuring A-list athletes and celebrities. Despite Polymarket's larger investment, Sweeney's Novig post garnered more than 1.2 million Instagram likes—far surpassing Polymarket's measly 55,000 likes.
Novig's involvement of Sweeney went beyond her financial stake; she also served as a creative partner, acting as a hands-on "mastermind" who shaped every aspect of the campaign—from music choice to camera angles and shot coverage. This combination of controversy and creative control has made Sweeney a formidable "competitive weapon" for early-stage platforms entering markets dominated by heavily funded competitors.
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