Actor. In September 2026 she starred in and joined as a strategic partner and equity holder of Novig, a sports prediction market, for its "Just Sports" ad campaign.
Case
Sydney Sweeney, an equity holder in sports-prediction platform Novig, starred in a nude ad campaign that female athletes say sexualizes women's sport. Novig's CEO and a Guardian columnist publicly disputed that characterization.
Role at the time: Actor; strategic partner and equity holder, Novig
Statement summary
Sydney Sweeney responded to the backlash by posting images from the Novig ad alongside past ESPN "Body Issue" photos of nude and semi-nude athletes.
“It’s gamedayyyy [caption on a carousel pairing an image from the Novig ad with ESPN "Body Issue" photos of athletes including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Caroline Wozniacki, Myles Garrett, Rob Gronkowski, Karl-Anthony Towns, and Jason Kelce]”
Sweeney’s post implicitly defends the ad by placing it alongside a history of athletes posing nude for ESPN’s Body Issue, arguing by comparison that the campaign should not be treated as exceptional.
Statement dates: September 13, 2026
