Sydney Sweeney strips down in cheeky new Novig ad

Sydney Sweeney is embracing sports in a bold way.

The “Euphoria” actress, 28, stripped down for sports prediction market Novig’s first national brand campaign, “Novig is Just Sports,” released on Wednesday.

In the one-minute ad, Sweeney poses with different sports equipment, including footballs, basketballs and a tennis racket, to cover her bare chest.

Sweeney also rocks a pair of white Novig underwear in the ad.

“They wanted a show,” Sweeney says cheekily while sitting on the top of a basketball hoop.

The Emmy nominee clarifies there’s “no betting on wars or deaths and no politics” with Novig, unlike other popular prediction markets.

“Just you, your takes and sports,” she says.

Sweeney, who also joins Novig as a strategic partner and equity holder, said in a press release that she starred in the campaign to “embrace a fun idea.”

“The concept is simple: cut through the noise and put the focus entirely on sports,” she explained. “The campaign brings that idea to life with confidence, humor and a playful edge.”

Jacob Fortinsky, co-founder and CEO of Novig, said in the release that the company “built a better experience for fans” by being dedicated “entirely to sports.”

“Sydney helped bring that message to life in a way that’s impossible to ignore,” Fortinsky shared.

According to Complex, Sweeney worked on the campaign while in Australia filming Netflix’s upcoming live-action “Gundam” film, based on the 1979 anime series.

“Because I’ve been a part of the creative conversations from the very beginning, I had built an amazing relationship with everyone involved, and I was really excited to get to set,” she told the outlet.

The “Madame Web” star admitted “it can be kind of isolating” being away on a movie set for so long, but she found comfort in her glam team coming to Australia to ready her for the Novig shoot.

“My team who I’ve been with for almost a decade—they’re like my family—it was really exciting to be able to see them again,” she said.

Sweeney has been the face of company campaigns before, including American Eagle’s July 2025 ad that quickly sparked controversy with its play on the word “genes.”

Despite the backlash, which Sweeney called “surreal,” American Eagle backed the actress, whose custom designs sold out in mere days.

American Eagle even claimed Sweeney’s campaign was the brand’s “most successful to date.”