Sydney Sweeney has taken her brand deals somewhere new. The actress fronts a campaign for Novig, a sports prediction app, released Wednesday, and she's not just the face of it. Sweeney has joined the company as a strategic partner and equity holder, according to Variety and The Hollywood Reporter.

The ad itself is unmissable. Sweeney goes nude throughout, covering herself with basketballs, footballs and other gear while she works through a list of sports. "Think you know sports? Prove it. Novig is just sports. So they wanted to show just sports," she says, posed atop a basketball hoop. The spot then cuts through a montage of Sweeney in a hockey goalie mask, football pads and a baseball catcher's helmet, repeating the word "sports" like a mantra. It ends with her breaking a rack of billiard balls and sprawled across the table. "You can't trade this. I just look good here," she says.

In a statement, Sweeney called it a fun idea done with intent. "The concept is simple: cut through the noise and put the focus entirely on sports," she said. "The campaign brings that idea to life with confidence, humor and a playful edge."

Novig itself launched nationwide last month under what the company describes as a federally regulated framework, distinct from the offshore-adjacent prediction markets that have proliferated online. It requires users to be 21 and up, and Sweeney makes a point in the ad of drawing a line the platform won't cross. "No betting on wars or deaths and no politics," she says, a clear jab at rivals like Polymarket that let users trade on geopolitical outcomes. "Just you, your takes and sports," she adds, while, still not wearing anything.

Jacob Fortinsky, Novig's co-founder and CEO, framed the partnership as a positioning move. "Sports fans deserve a prediction market built specifically for them," he said in a statement. "Our focus is sports, and by dedicating ourselves entirely to sports, we have built a better experience for fans. Sydney helped bring that message to life in a way that's impossible to ignore."

This isn't new territory for Sweeney. She's leaned into risqué marketing for a while now, from clips for her own lingerie label Syrn, launched earlier this year, to the American Eagle jeans campaign that set off an online argument over its "good genes" wordplay. The Novig ad is likely to draw the same split reaction, part admiration for the commitment to the bit, part discomfort with how normalised nudity-as-marketing has become for A-list actresses chasing equity stakes instead of paychecks.

On the film side, Sweeney has plenty coming. She's set to star in The Housemaid's Secret, the follow-up to her adaptation that reportedly pulled in $400 million at the box office, alongside Netflix's Gundam movie and StudioCanal's The Custom of the Country. Whether the Novig deal turns into a longer campaign run, or whether regulators and rival platforms have anything to say about the ad's framing, remains to be seen.