The search for the next James Bond is currently split between Callum Turner, Jacob Elordi and Aaron Taylor-Johnson, but the Bond girl market could prove far more volatile.
Self-described die-hard Bond fan Denis Villeneuve (of Dune and Incendies fame) is set to direct the next installment in the much-loved franchise for Amazon MGM Studios. And that news could mean that the criteria for the film’s leading lady is slightly different to that of previous movies.
Added to this is the fact that modern audiences are looking for a very different type of Bond girl, and casting is expected to reflect that.
According to celebrity PR specialist Kayley Cornelius, as "one of the defining pop culture faces of her generation," Syndey Sweeney "would instantly bring a huge amount of online buzz and younger audience attention to the franchise." However, it's a decision that would undoubtedly "divide opinion," as the franchise's "loyal fanbase can be resistant to dramatic shifts in tone or image."
Key Takeaways:
- Sydney Sweeney has been one of the favorites for weeks, but Montana-born Margaret Qualley is now priced higher than the Euphoria star.
- Sweeney is a “natural fit” but could “divide opinion,” says celebrity PR specialist Kayley Cornelius.
- Villeneuve has been announced as director of the latest installment. The role may go to an actress he has worked with before. Zendaya, anyone?
- Bond movies typically favor less well-known actors, so the value plays could well have the highest probability in this market.
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Traders are now putting their money on the names that they think could be in with a shot, from world-famous actresses like Sydney Sweeney and Zendaya, to No Time To Die star Ana de Armas.
Let’s take a look at the market as it stands to break down the favorites, longshots and top value plays to pick up before Bond girl speculation starts to dominate the headlines.
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Next Bond Girl Odds: Latest Prices
Bond Girl Prediction Markets: Our Current Frontrunners
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Sydney Sweeney | ‘Yes’ 27¢
Sydney Sweeney is fast becoming the It girl of this decade, and her current market price reflects that. We’ve heard rumors that this production is searching for a star capable of modern action scenes with that classic Bond girl femme fatale energy.
Last year, Sweeney famously trained for over three months to play boxer Christy Martin in the biopic Christy, so she certainly ticks the boxes.
However, Sweeney still generates social media buzz more for her salacious roles in films like 2025's The Housemaid. Could that play a negative role in Sweeney getting the part?
Margaret Qualley | ‘Yes’ 29¢
Villeneuve is well known for favoring prestige casting, and if there’s one prestige name on the list it’s got to be Margaret Qualley. Currently the biggest mover in the market, Qualley has the cool indie aura the team could be looking for as they reinvent Bond.
Anya Taylor-Joy | ‘Yes’ 19¢
Star of The Queen's Gambit and Furiosa, Anya Taylor-Joy is another actress with proven blockbuster gravity. She’s also famed for her unique look, which could set her apart from the competition. And she’s worked with Denis Villeneuve before, on Dune. Her price has jumped from 4¢ to 19¢.
Florence Pugh | ‘Yes’ 12¢
Several UK sportsbooks have Pugh as the favorite for the next Bond girl, but prediction markets like Kalshi don’t always agree. Here, Pugh is further down the list of favorites, sitting at a modest 12¢, with a hefty 97¢ ‘No’ price. The likelihood is that traders are reacting to Pugh’s Marvel commitment and a potential scheduling conflict.
Zendaya | ‘Yes’ 12¢
Zendaya’s ‘Yes’ price has fluctuated significantly even in the short space of time that this market has been open, but that’s largely down to whether or not her partner, Tom Holland, is being talked about as the next Bond at the time. The market is decidedly skeptical about her taking a role in the movie, but it’s still possible.
Jodie Comer | ‘Yes’ 10¢
Star of Killing Eve Jodie Comer has already proven she’s got the chameleon-like acting ability to play a double agent. In fact, she’s arguably one of the most natural fits on the board for the franchise. Plus, she’s priced at just 10¢.
Three Bond Girl Prediction Market Value Picks
The market often favors the biggest names in Hollywood, but the most profitable opportunities lie with the rising breakout stars whose acting abilities best align with what Villeneuve will be looking for. With that in mind, here are three of the top value picks available right now.
Ana de Armas | ‘Yes’ 2¢
Bond girls rarely return for more than one movie, but Ana de Armas’s Paloma from No Time To Die was so popular that it just might happen. Added to that is the fact that Villeneuve previously directed her in Blade Runner 2049, so the pair have an existing professional relationship that could give her the edge over other candidates.
Mikey Madison | ‘Yes’ 8¢
Madison is coming off a career-defining year as the lead in Anora, which dominated the 2024-2025 awards circuit. She’s got the type of energy that modern Bond directors gravitate toward, and her breakout status makes her a prime candidate for this reboot of the franchise.
Cailee Spaeny | ‘Yes’ 1¢
Following powerhouse performances in Civil War and Alien: Romulus, Spaeny has shown she has the acting credentials to carry a massive action franchise. If the team turns out to be looking for a younger actress for the role, Spaeny is the logical frontrunner.
Celebrity PR Specialist Kayley Cornelius: Sweeney is a “natural fit” but could “divide opinion”
We spoke with celebrity PR specialist and brand strategist Kayley Cornelius to find out what Sydney Sweeney’s potential casting could mean for the future of 007.
Cornelius told us that the Euphoria star would be a logical choice for the franchise, given the level of star power Sydney has at the moment.
“The idea of Sydney Sweeney becoming the next Bond girl feels like a very natural fit for where the Bond franchise is heading right now, because she already has that rare combination of global recognition, glamour, and huge social media appeal that studios are increasingly looking for.”
According to Cornelius, casting Sweeney would be a deliberate play for a new demographic.
“She has become one of the defining pop culture faces of her generation over the last few years, and casting her would instantly bring a huge amount of online buzz and younger audience attention to the franchise, particularly among Gen Z viewers who may not feel as emotionally connected to Bond as older audiences do.”
The timing also aligns perfectly with Sweeney's current Hollywood trajectory.
Cornelius points out that “Sydney is at that point in her career where she is transitioning from being seen as a rising star into becoming a fully established Hollywood leading lady, and a Bond role has historically been one of those career-defining moments that can completely elevate an actress onto another level internationally.”
Bond girl is a demanding role, and it’s one that requires significant range. But Sweeney has already proven she’s up to the task.
“The Bond franchise has also changed a lot in recent years, and audiences now expect Bond girls to feel far more powerful, intelligent, and central to the storyline rather than simply being there as a glamorous side character, and Sydney has already shown through projects like Euphoria that she can balance vulnerability, confidence and complexity really well on screen.”
However, leaning so heavily into current celebrity culture would mean a degree of risk for a brand like Bond. This is a casting that could alienate some Bond fans.
“Casting Sydney would almost certainly divide opinion as well, because Bond has such a strong traditional brand identity and a very loyal fanbase that can be resistant to dramatic shifts in tone or image.”
“For some classic Bond fans, Sydney may represent the complete opposite of what they associate with the franchise, because she is so heavily tied to modern social media culture, Gen Z celebrity, and the more provocative style of fame that younger Hollywood stars are often linked to today,” Cornelius says.
“There will absolutely be people who feel that casting her pushes the franchise too far in a new-generation direction, particularly among audiences who want Bond to maintain that timeless, old-school sophistication and mystery it has always been known for.”
This kind of division isn't necessarily a bad thing, though. Especially when we think about how the film might fare at the box office.
Cornelius notes that “that kind of debate is often exactly what keeps major franchises culturally relevant, because controversy creates conversation, online engagement, and huge media attention before a film has even been released.”
If the studio decides to steer away from the current frontrunner Sydney Sweeney, there are a handful of other names prediction market traders are backing.
“Someone like Florence Pugh would bring a slightly more intense and action-driven energy, which could work incredibly well if Bond continues moving in a darker and more cinematic direction,” Cornelius told us.
Meanwhile, “Anya Taylor-Joy has that very classic, sophisticated Hollywood feel that naturally fits the glamour and mystery traditionally associated with Bond films.”
Ultimately, the final decision will come down to a number of different commercial factors, rather than just a standard screen test.
“At the heart of it, Bond casting is never just about acting ability anymore, it is about global star power, fashion appeal, online influence, and whether audiences feel emotionally invested in the person stepping into that world, and Sydney already ticks a huge number of those boxes.”
Celebrity Publicist Tracy Lamourie: This is a “positioning decision”
To better understand what goes on behind the scenes while decisions like this are being made, we spoke with celebrity publicist Tracy Lamourie.
Lamourie told us that the search for the next Bond girl will be far more complex than a simple casting call. According to the expert publicist, the choice of actress will be a calculated move for the 007 brand.
This is a “positioning decision because it always is with Bond girls... Bond movies have always used the new Bond girl to reflect where the brand wants to be at that moment and how they want to be seen culturally.”
”Who they cast is going to tell you where Bond is going, not just who they want on the screen for this movie.”
The two frontrunners, Sydney Sweeney and Margaret Qualley, would represent very different directions for the franchise.
Founder and Managing Director of Lamourie Media Tracy Lamourie said, “Sweeney's got the attention of the moment. She's got lots of media and social media action right now… she's dominant in the culture so that's why she's being mentioned." However, "If they go with Margaret they're looking for something more performance based, about the acting, so not as hype or audience driven."
The role will also be impacted by the fact that Denis Villeneuve is at the helm this time. Lamourie suggests the director’s influence will prioritize narrative integrity over “casting for the sake of casting.”
Villeneuve "casts someone he thinks is really right for the story, and that makes a big difference... It’s more about fit than it is about fame."
Modern audiences are no longer looking for the passive Bond girls of the past, and casting is expected to reflect that.
"The Bond girl role is not the same kind of role as it used to be. The audience wouldn't accept just a passive Bond girl now. They expect the Bond girl to be doing something, to be credible, to have a real presence. It's not just about who looks pretty beside Bond anymore, it's about who is part of the story, who can really stand on their own within the movie.”
Does Bond Have an American Actress Problem?
If that's true about what audiences now expect, that may rule in some more well-known Hollywood actresses. Qualley, in particular, has gained excellent reports for roles in films like The Substance and Once Upon a Time in Hollywood.
The caveat to that is that Bond films have rarely featured American actresses as Bond girls in recent times. You have to go back to 2002's Die Another Day and Halle Berry to find one.
Additionally, any big-name Hollywood actress is almost certainly going to be more famous than whoever takes on the 007 role. That is still TBC, but (depending on where you read) could be Aaron Taylor-Johnson, Aidan Turner, Jacob Elordi, or whoever's the current flavor of the month.
However, Amazon is now in full creative control of the Bond franchise following its 2025 purchase. They may feel that a big name for both 007 and his companion is needed.
How to Navigate the Next Bond Girl Market
Success on the Bond girl prediction markets requires thinking outside of the box. To get the best returns, you need to ignore the favorites and instead look out for underpriced picks, or overpriced options that could be a good strategic no.
Balance the prestige preferences of Denis Villeneuve with the franchise's historical tendency to pluck unexpected stars from outside the Hollywood A-list and you just might discover a name on the list whose realistic probability of selection far exceeds their current ‘Yes’ price.
Here are three tips on navigating this market as speculation grows.
Watch the Director: Villeneuve has been announced as the captain of this ship, so keep an eye out for actresses he has worked with before as well as those who have appeared in more prestigious titles.
The Press Effect: Kalshi markets react swiftly to any reports from trade publications, like Variety, Deadline or The Hollywood Reporter. Any definitive report on certain actresses being in talks with the production team will usually be enough to send their price soaring above 90¢.
The Field Logic: The casting teams of Bond movies are no stranger to a left-field pick, so don’t discount actresses on the board who don’t have the blockbuster experience of some of their more famous competitors.
Next Bond Girl Prediction Market FAQs
According to Kalshi’s rules, a ‘Yes’ outcome is triggered if an actress is officially announced or publicly credited as a principal female character opposite James Bond. The resolution is typically verified by definitive reports from major entertainment trades.
Historically, no. While James Bond is quintessentially British, his female counterparts are one of the most diverse groups in cinema history. Past Bond Girls have been from France, Italy, Japan, Poland and the United States. With Denis Villeneuve at the helm, the market expects a global search rather than a UK-exclusive shortlist.
While the market has a long expiration date, the next Bond actor is expected to be named by mid-2026. Historically, the lead actress is announced shortly after the Bond actor or during a dedicated press event. However, prices on prediction markets usually hit 99¢ the moment a reputable trade publication confirms the casting shortlist.
The director’s visual language is a massive indicator. Villeneuve is known for casting actors with high prestige value (like Anya Taylor-Joy or Florence Pugh) and often reunites with previous collaborators. If you see an actress who has worked with him before suddenly appearing on the board, they could be a strong value play.
On Kalshi, an 84¢ ‘No’ price means the market believes there is only a 25% chance she gets the role. This high price reflects the reality of Bond casting: the producers rarely choose the most obvious or famous person in the world, preferring instead to turn a rising star into a global icon.
