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Rules and licensingSydney sweeney sparks fierce debate with novig prediction market ads
Female athletes criticize a recent promotional campaign by prediction market operator novig featuring sydney sweeney.
Written by the BettingEdgeHub desk, 14 September 2026
Prediction market operator novig recently launched an advertising campaign starring actress sydney sweeney. The commercials feature the star using sports equipment instead of clothing to promote the platform. This modern promotional angle quickly caught the attention of sports fans and bettors alike.
Athletes push back
Several prominent female athletes took to social media to voice their frustration with the commercial. British track star amy hunt criticized the promotion at a major athletic event over the weekend. Other competitors including water polo player tilly kramer and gymnast gracie kramer joined in with negative comments about the marketing strategy.
Sweeney responds
The actress did not stay quiet and quickly fired back at her critics on social media. She shared images of famous female athletes who previously posed nude for prominent sports publications. Her response highlighted past campaigns featuring tennis stars and basketball players in similar artistic contexts.
Equity stake
Novig has chosen to stay entirely out of the ongoing public debate. Reports indicate that sweeney approached the company directly to star in these commercials. Her compensation came in the form of company equity rather than a standard cash payment.
Sweeney is no stranger to generating intense public discussions through brand partnerships. Last year she starred in a denim campaign that drew both heavy criticism and increased sales. This latest project continues her trend of driving massive public attention to the brands she represents.
The high profile controversy brings massive attention to novig as prediction markets continue growing in popularity.