Sydney Sweeney addresses going totally naked in bizarre new x-rated sports trading ad

Sydney Sweeney is at the centre of yet another controversy after going completely naked in a steamy new sports trading ad, and the whole thing is just bizarre. 

She has done a new campaign with Novig, a sports trading app where people basically bet against each other. In the advert, she poses nude with various sports equipment like footballs, basketballs and a hockey net. It feels like a backwards step to the 2000s, when companies put a naked woman on absolutely anything to sell it. It’s weird, and makes no sense. 

The whole campaign is called “Just Sports,” and it’s trying to spread the message that the app is purpose-built just for sports. Yet they have a naked actress as the face of it, who has absolutely nothing to do with sports? Bizarre. 

Credit: Novig

Addressing stripping down for the advert in an interview with Complex, Sydney Sweeney and said it’s just a “very simple and playful idea” aimed to “really bring the concept of ‘just sports’ to life”. Simple and playful? More like salacious and unnecessary. And she grew up playing sports, so she was the perfect choice. Right. 

“I grew up loving sports. I played sports growing up. I was on a soccer team, I was on a softball team, I was on a snow ski team. I learned how to slalom ski when I was little, and I did MMA. So sports have been a really big part of my life, and I love watching hockey and boxing, especially after playing Christie Martin. I have a really huge appreciation for every single fighter,” she said. 

“My parents always told me to fall in love with as many things as possible, so they really wanted me to try absolutely everything. I think that the idea and concept of acting was my ability and my choice to be able to not have to pick being one thing for the rest of my life. I get to play all these different characters. I get to learn so much about other people and the world. I get to travel. I get to meet interesting and smart, intelligent, creative people, and it’s broadened my world so much more than if I would’ve just chosen one thing.”

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Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi

— Novig (@Novig) September 9, 2026

In a statement to The Hollywood Reporter, Sweeney added: “The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”

Sweeney isn’t just the face of the app either. She’s Novig as a strategic partner and equity holder, and insisted she’s “been part of the creative conversations from the very beginning”. It feels like such an odd move.

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Featured image credit: Novig