Sydney Sweeney releases another Novig ad after backlash from women athletes: What is she saying now?

Sydney Sweeney is back with another ad for sports prediction platform Novig, weeks after her first campaign drew criticism. In the new video, she wears white underwear and jokes about people betting on what she is wearing. Sweeney is more than a celebrity face for Novig. She is also an equity holder in the company, according to Front Office Sports.

What is Sydney Sweeney saying in the new Novig ad?

In the new video, shared on Instagram on October 11, the Euphoria actor appears in white Novig underwear at a sports stadium. She uses footballs to cover her body as she talks about the kinds of bets people can make on prediction market platforms. The video got more than 17 million views on Instagram in less than 24 hours.

“There are grown men making spreadsheets to bet on what color underwear I’m wearing,” Sweeney says in the ad. “I mean, I’m flattered?”


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She then points to other types of prediction markets, including bets linked to political violence and wars. The ad ends by promoting Novig’s message: “Just sports.”

In the previous ad, Sweeney appeared nearly nude in several sports-themed scenes, using equipment such as footballs, basketballs and hockey gear to cover herself. The last ad got more 68 million views on instagram.

Female athletes said the campaign put attention on a woman’s body rather than the skill, training and effort involved in sport. The response spread beyond online comments, with athletes sharing videos of themselves training, competing and winning medals.

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What did women athletes say about the first ad?

American gymnast Gracie Kramer also responded by sharing athletic footage and making the point that women in sports should be recognized for what they do, not only how they look.

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Other athletes joined the response. Their videos showed training sessions, races, competitions and medal-winning moments.

In an interview with Complex, Sydney Sweeney said, “Because I've been a part of the creative conversations from the very beginning.” Sweeney also described the ad as “a very simple and playful idea” intended to bring Novig’s “Just Sports” message to life. At the end of the ad, she tells viewers, “Think you know sports? Prove it.”

In a September interview reported by Front Office Sports, Novig CEO Jacob Fortinsky said the company did not intend to portray women’s sports. He said Sweeney helped shape the ad’s visuals and message.