Sydney Sweeney is once again in the news for a controversial advertisement after appearing naked in an ad campaign for sports prediction platform Novig.
Online reactions have been largely negative, with some people praising her while several others offer sharp criticism, continuing a noticeable pattern of polarized responses to the actress and her brand collaborations.
The “Just Sports” campaign is Sydney Sweeney’s first partnership with Novig and follows her other major advertisement, which drew a wave of criticism as well as compliments.
In her new advertisement, Sweeney appears nude with various balls and other equipment covering her intimate areas.
“Think you know sports? Prove it,” Sweeney says as the ad begins. She then goes on to explain the concept behind the campaign, saying, “Novig is just sports. So, they wanted to show just sports.”
The campaign represents the brand’s first major national advertisement push. The company, per the Irish Star, functions as a sports prediction market where users can trade on sports games against each other.
According to Novig, they are “Just sports. No war. No death. No politics. Just sports.” The company claims to be focused exclusively on sports rather than other events, political or otherwise.
Sweeney’s performance in the advert has brought significant attention to the campaign since its release, with social media users making their feelings about the 28-year-old and her partnership with the company very clear.
The Actress Is Facing Intense Backlash Online Over The Ad
Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi
— Novig (@Novig) September 9, 2026
On social media, Sweeney faced heavy criticism over the commercial’s explicit nature being strange for a sports brand, and others criticized the actress for her participation.
One commenter wrote on Instagram, “Selling your soul to the gambling companies is very on brand, Sydney.”
Another questioned whether the “Euphoria” star ever gets tired of having her body be the main attraction, while others expressed their disbelief that the company was “Selling s-x to sell gambling,” which one commenter said was “a tale as old as time.”
Over on X, one person wrote, “Selling gambling by selling sex. Society is crumbling before our eyes.”
“Are we still supposed to act like she’s a good actress, or can we now accept why she gets jobs?” another asked, criticizing the Hollywood star.
Sydney Sweeney Also Received Praise For The Controversial Ad
Despite the criticism, of which there was much, Sweeney’s nude campaign ad also received an equal amount of online praise.
One Instagram user called it “the greatest ad ever,” another described the shoot as Sweeney’s “hottest,” and a third expressed their adoration, saying that he was in love with the 28-year-old.
Others focused on the actress’ supposed skill at starting conversations through her work in advertising, with one commenter writing “she definitely understands marketing,” and another saying “Sydney Sweeney knows ball.”
Sweeney, unlike other celebrities who feature in ad campaigns, isn’t just another brand ambassador. She has reportedly joined Novig as an equity partner and helped create their marketing message.
The ‘Euphoria’ Star Helped Create The ‘Just Sports’ Campaign
Speaking to Complex, Sweeney revealed that she had been involved in creative discussions about the controversial campaign from the very beginning rather than simply appearing in the ad after the fact.
“I don’t like to just put my face on something; I really want to be able to get into the weeds of it with an amazing team. And I got to meet the Novig team,” she told the outlet.
She stated that she had developed a close relationship with the Novig team and believed in Jacob Fortinsky, the CEO and co-founder.
The “Christy” star filmed the campaign while working on Netflix’s live-action Gundam movie in Australia and called being so far away “kind of isolating,” but was excited that her team was able to be there for her.
“It can be kind of isolating when you’re away for that long,” she told Complex, adding that her “glam team” of almost a decade was like family to her and that “it was really exciting to be able to see them again.”
Controversial Campaign After Controversial Campaign For Sydney Sweeney
The Novig campaign is not Sweeney’s first time being a major topic of conversation because of a controversial ad that split online discourse.
Last year, the 28-year-old appeared in an American Eagle Jeans campaign built around the phrase that became a bone of contention for many, “Sydney Sweeney has great jeans.”
American Eagle played on the words “jeans” and “genes,” which caused people to associate the campaign with the concept of eugenics.
The campaign received criticism over its reference to inherited characteristics, particularly because Sweeney’s blonde hair and blue eyes were highlighted in the campaign.
Sweeney also generated attention through a partnership with Dr. Squatch, which involved the actress selling a limited-edition soap that supposedly contained her bathwater.
“Sydney’s Bathwater Bliss”, as the product was called, added to the list of controversial advertisements Sweeney was involved in.
The latest Novig campaign continues the pattern and is likely not going to be the last in her growing advertisements portfolio, as the actress doesn’t seem to be interested in being out of the spotlight anytime soon.
