Sydney Sweeney stars nude in provocative ad for Novig prediction market

In a daring promotional video for Novig, the “Euphoria” actress is shown almost entirely naked, with minimal props such as two footballs over her chest, a basketball hoop where she balances a ball on her fingertips, and soccer equipment that highlights the platform’s ability to trade that sport. She also lies on a felt billiards table, joking about the inability to trade that game. Novig, which partners with the New York Mets, uses the ad to attract bettors for the upcoming NFL season.

The spot continues Sweeney’s pattern of edgy advertising, previously seen in a Dr. Sasquatch soap campaign and an American Eagle jeans claim. Competitors Polymarket and Kalshi have released their own high-profile ads featuring LeBron James, Eli Manning and other athletes, underscoring intense competition among prediction-market companies versus traditional sportsbooks.