Overview
- Novig released the one-minute “Just Sports” campaign on Wednesday, September 9, 2026, with Sweeney appearing largely nude while using sports equipment to cover herself and delivering the ad’s central lines.
- The company confirms Sweeney is more than a spokesperson: she is a strategic partner and equity holder who says she helped shape the creative concept for the campaign.
- Novig is positioning itself as a federally regulated, 21-plus prediction and trading platform that limits markets to sports and excludes politics, wars, and deaths.
- The ad has gone viral on social platforms with millions of views and mixed reactions, prompting public debate about sexualized advertising tied to gambling products and concerns about youth exposure despite the age restriction.
- The commercial was filmed in Australia while Sweeney was on a separate film shoot, she had her glam team flown in for production, and no regulatory enforcement or formal industry sanctions have been reported so far.