Sydney Sweeney Returns in a Second Novig Ad as the Company Keeps Its Sports-Only Pitch

Sydney Sweeney is back in a second commercial for sports prediction platform Novig, and this one makes the company’s position harder to miss: keep it on sporting events, and keep politics, wars, and other real-world outcomes out of the product. For high-risk operators, the point is less the celebrity cameo than the positioning—Novig is trying to draw a line between sports trading and the broader prediction-market crowd.

1. Novig released the 30-second spot on October 11. In the ad, Sweeney wears Novig-branded underwear and uses footballs to cover her breasts while joking about people building detailed spreadsheets to predict the color of her underwear.
2. The commercial then turns to what Novig is explicitly framing as the problem with competitors: insider trading concerns, automated trading bots, and bets tied to wars and political events. Sweeney does not name rival firms, but the message is aimed at prediction markets that offer contracts on political outcomes and world events.
3. The campaign started in September, with Novig marketing its platform as a replacement for broader prediction markets and emphasizing sports contracts over trading opportunities tied to politics or global crises. In other words, this is not a generic brand play; it is product positioning wrapped in celebrity attention.
4. The first Sweeney ad drew criticism from female athletes over its depiction of women in sports. Among those who objected were Australian Olympic swimming champion Ariarne Titmus, British sprinter Amy Hunt, and American gymnast Gracie Kramer, who questioned whether the campaign leaned more on physical appearance than athletic achievement.
5. The controversy around the ad comes as prediction markets face increased scrutiny over suspicious trading activity. The text points to Kalshi reviewing trades placed before Katie Zacharia was announced as President Donald Trump’s choice as White House press secretary, and to US authorities charging a soldier in April over alleged use of classified information to make more than $400,000 through Polymarket contracts linked to the operation targeting Venezuela’s President Nicolas Maduro.

Sweeney’s role goes beyond a standard endorsement. She also has an equity stake in Novig, though the company has not disclosed the percentage. For PSPs and partners watching the space, that matters: this is a celebrity-backed campaign tied directly to the company’s financial outcome, not just its media spend.