Sydney Sweeney stripped down to just her Novig underwear in a new promo video for the sports trading app.
The 29-year-old actress went topless with strands of her long blonde hair partly covering her chest as she called out what other prediction markets are doing.
'There are grown men making spreadsheets to bet on what color underwear I'm wearing. I mean, I'm flattered,' Sweeney began with a lift of her brows.
'There is 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,' she continued.
'And then, there are people who just trade on sports. Novig is just sports,' added Sweeney, who is officially related to Marilyn Monroe, a new genealogy study has recently confirmed.
Sydney Sweeney went topless in a new promo video for the sports trading app Novig. Source: Sydney Sweeney and Novig
The 29-year-old actress wore white undies and nothing else as she called out what other prediction markets are doing. Source: Sydney Sweeney and Novig
The provocative ad opened with a shot of the barefooted actress padding across a dimly lit stage in white underwear and nothing else.
The camera zoomed in on a close-up of her derriere and panned up slowly as she sat down on a chair before she propped two footballs against her chest.
This is the second ad she has done for Novig, which was founded in 2021 by Jacob Fortinsky and Kelechi Ukah and completed its transition into a sports-exclusive prediction market platform in August of this year.
Sweeney's first ad for Novig's Just Sports campaign dropped on September 9, showing the actress posing naked with strategically positioned footballs, basketballs, tennis equipment, hockey gear and other sporting props.
Her relationship with the company goes beyond a conventional endorsement.
She holds equity in Novig and was involved in developing the campaign, although the size of her stake has not been disclosed, as reported by Front Office Sports.
Sweeney explained the idea behind the advert in a statement released when the campaign launched.
'The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge,' she said, per Forbes.
The ad began with a barefooted and near-naked Sweeney padding across a stage. Source: Sydney Sweeney and Novig
'There's someone sitting in a bathroom stall betting their 401k on a war,' she said as she sat down in a chair. Source: Sydney Sweeney and Novig
'And then, there are people who just trade on sports. Novig is just sports,' she added, plugging the company of which she holds an equity. Source: Sydney Sweeney and Novig
Like she did in her first controversial Novig ad, Sweeney propped two footballs against her chest to make her point. Source: Sydney Sweeney and Novig
The campaign generated millions of views across social media after its release and attracted criticism from users who objected to its imagery.
Sweeney has not issued a formal statement to those comments, but she has appeared to respond indirectly through cryptic Instagram Stories.
Now, she has doubled down on the controversy with her second eye-popping commercial.
Sweeney previously spoken about the public discussion over her appearance and the scrutiny she has faced during her rise to fame.
'I see it, and I just can't allow myself to have a reaction,' she told Variety in 2024.
'I don't know how to explain it. I'm still trying to figure it out myself. People feel connected and free to be able to speak about me in whatever way they want because they believe that I've signed my life away.
'It's this weird relationship that people have with me that I have no control or say over,' she added.
Sweeney hit the Hollywood scene with her star-making role as Cassie Howard in HBO's Euphoria, the Sam Levinson-created drama starring Zendaya, Jacob Elordi, Hunter Schafer, Alexa Demie and Maude Apatow.
Sweeney previously spoken about the public discussion over her appearance and the scrutiny she has faced during her rise to fame: 'I see it, and I just can't allow myself to have a reaction.' Above, Sweeney in December 2025
The Euphoria star has been dating former talent manager Scooter Braun for over a year. Source: Sydney Sweeney Instagram
The series ended earlier this year after its third season, with HBO confirming the May finale would also serve as the program's final episode.
Sweeney's portrayal of Cassie earned her an Emmy nomination and frequently placed her character’' appearance and relationships at the center of the show's storylines.
Her love life continues to fuel interest as well. She has been dating businessman and former talent manager Scooter Braun for over a year.
They first connected at Jeff Bezos and Lauren Sanchez's wedding in Venice, Italy, in summer 2025, and began dating shortly afterwards.