Sydney Sweeney has joined Novig, a sports prediction app, as an equity partner and campaign spokesperson for its inaugural ‘Just Sports’ campaign. The collaboration positions Sweeney at the forefront of Novig’s marketing efforts; her deep involvement in the commercial’s creative development aims for a playful and straightforward concept emphasizing Novig’s exclusive focus on sports.
The campaign’s visual strategy, featuring Sweeney in a provocative, almost nude manner with sports equipment strategically covering her body, quickly achieved viral status across various digital platforms. This initiative aligns with Novig’s identity as a sports-only prediction market exclusively for individuals aged 21 and over. The platform differentiates itself by explicitly prohibiting bets on politics, news events, wars, or deaths, operating instead on a peer-to-peer exchange model where users trade against each other, distinct from traditional sportsbooks that pit users against ‘the house.’
Novig secured Designated Contract Market (DCM) status from the Commodity Futures Trading Commission (CFTC) in June 2026, enabling its nationwide rollout as a federally regulated prediction market in August 2026. Despite this broad launch, Novig’s services are currently restricted in Arizona, Michigan, and Nevada due to ongoing regulatory challenges in those states. Prior to its federal regulation, Novig operated under a sweepstakes sportsbook model, which led to its departure from New Jersey in August 2025 after the state banned such dual-currency gaming systems.
Sweeney’s involvement with Novig adds to her history of engaging in high-profile and often viral ad campaigns. Notable past efforts include the American Eagle ‘Sydney Sweeney Has Great Jeans’ campaign in July 2025, which faced significant media debate over perceived undertones of eugenics, though American Eagle later clarified it referred to denim. Other viral marketing ventures include a Dr. Squatch collaboration involving bathwater-infused soap and a stunt for her SYRN lingerie brand draping bras over the Hollywood sign. Beyond these, Sweeney serves as a brand ambassador for numerous companies, including Armani Beauty, Laneige, Miu Miu, Samsung, Ford, Baskin-Robbins, Cotton On, and Guess.
The sports betting industry increasingly leverages celebrity endorsements to boost brand recognition and user acquisition. In 2025, U.S. gambling operators allocated approximately $520 million to celebrity and athlete partnerships, a figure nearly nine times greater than the $60 million spent on responsible gambling initiatives. Surveys indicate that celebrity endorsements positively influence brand perception for 42% of gamblers, making them more likely to consider using a betting brand.