Euphoria star joins sports prediction platform as an equity partner while taking a bigger creative role in brand collaborations

Sydney Sweeney has attracted attention with a provocative new advertising campaign for sports prediction platform Novig, while explaining why she wants her brand partnerships to involve more than simply appearing as the face of a campaign.

The Euphoria star features in Novig’s latest “Just Sports” campaign, using footballs, shoulder pads and goalkeeper gloves to strategically cover herself. The advert opens with Sweeney saying: “Think you know sports? Prove it.”

The campaign then takes a more dramatic turn, with the camera pulling back to show Sweeney nude while straddling a basketball hoop and spinning a basketball on her finger in a stunt inspired by the Harlem Globetrotters.

Novig’s video had attracted around 72,000 views on YouTube within 12 hours of being uploaded on Wednesday, while the campaign generated more than 3 million views on X. The company did not post the provocative advert on Instagram or TikTok, potentially because of restrictions under the platforms’ community guidelines.

Beyond the attention generated by the campaign, Sweeney is taking a more active role in the partnership. Speaking to Complex, the actress said she enjoys being involved in the creative process from the early stages.

“I love being able to be involved in the entire process with every single person from the ground up,” Sweeney said, describing the experience as providing a strong sense of ownership.

The actress said she is challenging herself by learning more about the business side of partnerships while having greater creative authority. Her involvement includes discussions around casting, marketing, budgeting, target audiences and the markets where products will be sold.

Sweeney said taking part in these decisions has also helped her develop a greater appreciation for everyone working behind the scenes on productions.

The The Housemaid star recently became an equity partner in Novig, strengthening her relationship with the sports prediction company beyond a conventional celebrity endorsement.

She said she has enjoyed working on the campaign and praised the collaborative nature of the partnership.

The move reflects Sweeney’s broader approach to brand deals, with the actress increasingly seeking opportunities that allow her to contribute creatively and have a stake in projects rather than simply serving as a campaign ambassador.