Overview
- On Wednesday, Sept. 9, Novig released a national one-minute spot in which Sydney Sweeney appears nude while delivering the campaign’s “Just Sports” lines and is identified as a strategic partner and equity holder.
- The ad repeatedly emphasizes Novig’s claim that it excludes political or tragic markets with lines such as “no betting on wars or deaths and no politics,” and the spot was filmed in Australia while Sweeney was working on a separate film project.
- Novig says it launched nationwide last month under a federally regulated framework and requires users to be at least 21, offering a prediction‑market product that uses exchange-like trading mechanics focused only on sports outcomes.
- The campaign drew millions of views on social platforms and mixed reactions online, with supporters praising its attention-grabbing marketing and critics raising concerns about sexualized advertising for a gambling product that reaches sports audiences including younger fans.
- The partnership builds on Sweeney’s recent provocative brand work and her hands-on creative role, and it could sharpen scrutiny of celebrity-backed gambling promotions as Novig seeks rapid growth at the start of the NFL season.