Sydney Sweeney stars in new advertising campaign for Novig

Actress Sydney Sweeney, known for her role in "Euphoria," has released a new promotional video for the sports betting platform Novig on Instagram as of October 11, 2026. In the video, the 29-year-old actress appears wearing white underwear and covers her chest with two American footballs. During the clip, Sweeney sarcastically remarks on public obsession with her appearance, specifically noting that men create spreadsheets to guess her choice of underwear.

This marketing campaign has faced criticism from female athletes who argue that it exploits the female body for commercial purposes. Despite these objections, the partnership has proven financially successful for the betting platform. Reports indicate that Novig’s valuation has quadrupled, reaching approximately $2 billion since the start of the collaboration. While earlier advertisements also drew backlash, Sweeney continues to feature prominently in the brand's promotional activities.