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Sydney Sweeney is betting that less is more.
The actress left little to the imagination in a provocative new campaign for Novig, posing nude or scantily clad alongside an array of sports equipment as the company promoted its sports-only approach.
“Think you know sports? Prove it,” she said in the ad. “Novig is just sports. So they wanted to show just sports.”
SYDNEY SWEENEY DOUBLES DOWN WITH AMERICAN EAGLE AFTER CONTROVERSIAL ‘GREAT JEANS’ CAMPAIGN
Sydney Sweeney stars in a provocative new Novig campaign promoting the sports betting company’s sports-only approach. (Dia Dipasupil/Getty Images)
The actress incorporated several sports into the revealing shoot, posing with football, soccer, hockey and pool equipment.
“You can’t trade this. I just look good here,” she said while lying down on a pool table.
“The campaign was about embracing a fun idea,” Sweeney in a statement, according to Variety. “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”
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The 28-year-old actress poses nude or scantily clad alongside football, soccer, hockey and pool equipment. (Jose Perez / Bauer-Griffin)
Sweeney’s playful approach appeared to strike a chord online, where the campaign generated plenty of reaction.
“She definitely understands marketing,” one user wrote on Instagram.
“Genuinely dropped my jaw at this,” another user added.
“This is the greatest ad in sports and sports betting history,” one said.
“Big fan of Syd. That said, I can’t help feeling like an old man when I think about how tacky this ad is,” one user said. “Not to mention the fact that a lot of young people – yes, minors – love sports and will see this ad. Then again, people don’t really care about their kids as much as they care about arguing that they care on worthless social media.”
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Sydney Sweeney describes the campaign as a playful effort to put the focus entirely on sports. (Stefano Mazzola/GC Images)
Some critics went further, accusing Sweeney of leaning into the same sexualized image associated with her “Euphoria” character, Cassie Howard.
“Girl it’s not euphoria anymore you can be yourself now,” one user wrote. “I fear you never switched off your Cassie.”
“In a world where we are women fighting with everyone to stop objectifying us! We have her!” another said.
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The ad sparked enthusiastic reactions online, with some users calling it one of the greatest sports betting commercials ever made. (Monica Schipper/Getty Images)
This wasn’t Sweeney’s first brush with provocative material. The 28-year-old faced criticism over her revealing role in HBO’s “Euphoria” and has also posed in lingerie several times while promoting her intimates brand, SYRN.
Sweeney has built one of Hollywood’s busiest slates, with several high-profile projects moving forward following the latest season of HBO’s “Euphoria” and her 2025 films, “The Housemaid” and “Christy.”
She is set to return as Millie Calloway in “The Housemaid’s Secret.” She is producing as well as starring, with the sequel currently in pre-production and listed for 2027.
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Critics accused Sweeney – has been dating Scooter Braun – of leaning into the sexualized image associated with her “Euphoria” character, Cassie Howard. (TheStewartofNY/GC Images)
Sweeney is also attached to star as Katrina Van Tassel in “Sleepy Hollow.” She has “The Caretaker,” “Split Fiction” and “I Pretended to Be a Missing Girl” in pre-production.
There’s also “Scandalous!”, a planned drama about the relationship between Hollywood star Kim Novak and Sammy Davis Jr., that Sweeney has been rumored to be starring in.
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