Entertainment · Celebrity · 20 hrs ago
Sydney Sweeney releases another Novig ad amid criticism of campaign
Actor Sydney Sweeney has released a second ad for Novig, a sports betting platform, on Instagram.
In the video, she wears Novig underwear and uses footballs to cover her chest.
She jokes about people betting on her underwear, then contrasts those bets with betting on sports.
Sweeney became a strategy partner and equity holder in Novig, and her first ad appeared in September.
That campaign showed her posing nearly nude with sports equipment and drew criticism from athletes and other viewers who said it sexualized women in sports.
Sweeney has said the campaign is meant to cut through distractions and focus on sports.
Former co-star Sharon Stone said women’s sports should not be put down to attract men who gamble.
The new ad continues the campaign while the criticism remains part of the debate around it.
Sydney Sweeney released a new Novig sports betting ad on Instagram on Sunday, October 11, amid criticism of the company’s campaign.
In the ad, she wears white Novig underwear and uses footballs to cover her bare chest.
Sweeney jokes about people betting on her underwear color and on a war, then says Novig is “just sports.”
The ad follows a September campaign that drew criticism from athletes and other viewers for sexualizing women in sports.
Sweeney has described the campaign as a playful way to focus attention on sports.
- Who
- Actress Sydney Sweeney released the ad for Novig, a sports betting and prediction market platform.
- What
- Sweeney released a new ad amid criticism of the company’s campaign.
- When
- Sunday, October 11, 2026.
- Where
- The ad was posted on Instagram.
- Why
- Sweeney said the campaign aims to cut through the noise and focus on sports.
Critics of the campaign
Sweeney and campaign supporters
Campaign’s message
Critics of the campaign
Critics said the ads sexualize women in sports and present an inaccurate image of women athletes.
Sweeney and campaign supporters
Sweeney said the campaign focuses on sports and uses confidence, humor and a playful edge.
Women’s image and sports
Critics of the campaign
Critics said the campaign relies on the male gaze and could denigrate women’s sports.
Sweeney and campaign supporters
Communications founder Adrienne Uthe said women should be allowed to make choices about their image, even if others disagree.
Sweeney debuted her first ad campaign with Novig.
A Novig ad featuring Sweeney was displayed in Times Square in New York City.
Athletes and other critics objected to the campaign, saying it sexualized women in sports.
Sweeney posted a new Novig ad on Instagram.
- Ad platform
- Brand
- Novig
- Sweeney’s age
- 29
- First campaign
- Debuted in September 2026
- Times Square display
- September 16
- New ad
- October 11, 2026
What people are saying
There are grown men making spreadsheets to bet on what color underwear I’m wearing
kick in the face
through the male gaze
women having agency also means allowing women to make choices about their image that other women may not personally agree with
Sources
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