Hollywood's Euphoria star Sydney Sweeney is making waves again, but this time it's not for her acting chops. The 28-year-old actress has teamed up with Novig, a sports prediction market, for their provocative "Just Sports" campaign—and the internet can't stop talking.
In the ad, Sweeney poses without clothes, a move that has certainly grabbed attention. But she insists it's more than just a flashy photoshoot. "I've always believed that the best partnerships are the ones where everyone's getting to collaborate," Sweeney told Complex. "I don't like to just put my face on something. I really want to be able to get into the weeds of it with an amazing team. And I got to meet the Novig team. Jacob's incredible, and I believed in him as a founder."
This isn't Sweeney's first time turning heads. Just last year, a birthday snapshot broke the internet, and her early Wonder Woman look had fans buzzing. Now, she's adding sports marketing to her resume, and it's a natural fit for someone who's been spotted courtside at NBA games.
The Rise of Prediction Markets
Sweeney isn't the only big name diving into the world of sports prediction. Just this week, Polymarket launched an ad featuring legends like LeBron James, Derek Jeter, Eli Manning, and Rajon Rondo. NBA superstar Giannis Antetokounmpo also partnered with Kalshi earlier this year.
With Sweeney on board, Novig is poised to make a splash this NFL season. The campaign, which includes age-restricted content, has been censored on some platforms, but that hasn't stopped it from going viral.
As the sports world embraces these new platforms, it's clear that the intersection of entertainment and sports betting is becoming more prominent. Sweeney's involvement is just the latest example of how celebrities are leveraging their star power to shape the industry.
Whether you're a fan of her acting or her bold marketing moves, there's no denying that Sydney Sweeney knows how to make an entrance. And with the NFL season right around the corner, all eyes will be on her—and Novig—to see what they do next.
