Sydney Sweeney's nude Novig sports-betting ads draw backlash and a second spot
The gist
American actress Sydney Sweeney's Novig sports-betting campaign, showing her nude covered by sports gear, drew widespread criticism.
The backlash tests how far rage-bait marketing carries a brand.
How it unfolded
- Sep 9, 2026Novig's "Just Sports" campaign, featuring Sweeney unclothed atop a basketball hoop and covering herself with sports gear, is released.
- Sep 15, 2026Sweeney appears in the Novig campaign on a billboard in Times Square in New York City.
- Sep 16, 2026An ad from Novig featuring Sweeney is displayed in Times Square.