Sydney Sweeney has become the face of Novig’s latest advertising campaign, promoting the US based sports prediction market with a deliberately sports-focused concept.
The Euphoria actress appears surrounded by sports equipment throughout the campaign, using footballs, shoulder pads, hockey gear and other equipment to maintain the ad’s central “just sports” theme.
The campaign also shows Sweeney engaging with basketball, tennis and golf imagery. Novig’s message distinguishes its platform from prediction markets that offer contracts connected to politics and other non-sports events.
In the advertisement, Sweeney says the platform does not offer betting on wars, deaths or politics, positioning sports as its exclusive focus. The campaign also reflects Sweeney’s financial involvement with the company.
Variety reported that she is a strategic partner and equity holder, while Novig CEO and co-founder Jacob Fortinsky said she initially approached the company as an investor interested in prediction markets.
Sweeney told Complex that she participated in the creative process rather than simply appearing as a celebrity spokesperson. She described the campaign as a playful concept and said collaborating directly with the Novig team was important to her.
Her connection to sports also extends beyond the commercial. Sweeney said she played soccer, softball and snow skiing while growing up and also trained in MMA.
She later developed an interest in boxing and hockey, particularly after portraying boxer Christy Martin in the 2025 biopic Christy.
The advertisement was filmed in Australia while Sweeney was working on the anime-inspired sci-fi film Gundam.
Novig’s campaign is also scheduled for exposure through a Las Vegas Sphere takeover, 3D billboards in New York and Los Angeles and a partnership connected to Euphoria.
The Novig campaign follows Sweeney’s previous high profile advertising work for American Eagle and Dr. Squatch, continuing her growing presence in major commercial campaigns.
