Actress Syndey Sweeney starred in another racy ad for prediction market company Novig, despite strong criticism from her first appearance in September.
Sweeney said that she was “flattered” by the attention she’s getting from the public in a new ad posted on her Instagram on Sunday.
- The new ad is the second in an ongoing partnership between Sweeney and Novig.
- Novig’s valuation jumped from $500 million to $2 billion after the first ad with Sweeney.
- Sweeney called out other prediction markets for offering contracts relating to war and death.
The new ad is the second in a collaboration between Novig and Sweeney.
In the first, Sweeney highlighted the plethora of trading markets that are available on the prediction platform — all while covering her body with various sports equipment instead of clothing.
No dictators. No market manipulation. No insider trading. No BS. Just sports. https://t.co/em4ioPMYiA
— Novig (@Novig) October 11, 2026
The new campaign takes a similar approach by doubling down on her scandalous nature.
“There are grown men making spreadsheets to bet on what color underwear I’m wearing,” Sweeney says while only wearing underwear and covering her chest with footballs. “I mean, I’m flattered?”
She also takes shots at prediction operators such as Kalshi and Polymarket that offer markets in controversial industries, such as war and death.
“There’s insider trading on dictators dying and armies of bots manipulating it all,” she continues. “There’s someone sitting in a bathroom stall betting their 401(k) on a war."
“And then, there are just people who trade on sports.”
The ad, captioned “No BS. Just sports @novig” drew close to 650,000 likes on Instagram within its first 24 hours of being posted.
Sweeney criticized for Novig partnership
Sweeney’s decision to partner with Novig has already proven to be a financial success. She received an undisclosed equity percentage in the company, which quickly surged from a $500 million valuation before the ad to $2 billion in the following weeks. A 0.5% equity share would’ve netted $10 million during that jump.
But the dollars did not come without criticism. Female athletes and general commentators took exception to sexualizing Sweeney to promote sports.
“I can't describe how infuriated I feel when I watch this,” four-time Olympic swimming gold medalist Ariarne Titmus wrote on Instagram. “How do we live in a world where monetizing a woman's body and sexualizing women's sport is still a thing?”
“And that's why that Sydney Sweeney ad is so disrespectful to every female athlete in the world,” Sofie Fella, a Chinese-German rugby player, said after explaining how female athletes can expand societal standards for beauty and femininity.
Novig also defended the first ad, calling it a “fun idea” that was created with “confidence, humor and a playful edge.”
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Novig prediction markets to gain a boost?
If the first collaboration with Sweeney was indication, Novig is about to take another huge step forward now that a second ad has been released.
According to data posted on the company’s website, Novig processed $672 million in total trades during the week that ended on Sunday, Oct. 11. That included a daily high of $184 million on Sunday.
It was reported that $332 million (49.4%) of the trading volume was rooted in parlays. Another $217 million (32.2%) was based in football markets, while all other sports represented the remaining 19.4% of the volume.
