Sydney Sweeney Fronts Second Racy Ad for Sports Betting App Novig

Actress Sydney Sweeney has released a second provocative advertisement for the sports prediction-market app Novig, following a similar ad last month, as the company works to distinguish itself from rivals Kalshi and Polymarket.

In the new video, posted to Sweeney’s Instagram on Sunday morning, the Euphoria and White Lotus star appears wearing only Novig-branded underwear. “There are grown men making spreadsheets to bet on what color underwear I’m wearing,” she says at the opening. “I mean, I’m flattered.”

Sweeney then turns to criticizing competing prediction platforms: “There’s insider trading on dictators dying and armies of bots manipulating it all. There’s someone sitting in a bathroom stall betting their 401K on a war. And then, there are people who just trade on sports.” The ad ends with Sweeney holding two footballs against her chest, saying, “Novig is… just sports.”

The post was captioned, “No BS. Just sports @novig,” and had drawn more than 17 million views as of this writing.

The ad’s jabs land amid real scrutiny of prediction markets. Kalshi and Polymarket, the two largest platforms in the space, have both faced criticism over markets that critics say are vulnerable to manipulation. Earlier this year, an Army officer involved in the operation to capture Venezuelan dictator Nicolás Maduro reportedly used insider information to make more than $400,000 betting on Polymarket.

Sweeney’s first ad for Novig last month similarly featured her in a montage of athletic uniforms, pitching viewers on the range of sports they could place predictions on through the app.

Sweeney has built a reputation for risque marketing beyond Novig as well, having posed in similar photos and videos for Syrn, the lingerie brand she launched earlier this year.