{"id":9037,"date":"2026-09-15T12:58:26","date_gmt":"2026-09-15T11:58:26","guid":{"rendered":"https:\/\/thetab.com\/filmshrine\/?p=9037"},"modified":"2026-09-15T12:58:26","modified_gmt":"2026-09-15T11:58:26","slug":"zendaya-mum-biggest-concern-sydney-sweeney-novig-sports-ad","status":"publish","type":"post","link":"https:\/\/thetab.com\/filmshrine\/2026\/09\/15\/zendaya-mum-biggest-concern-sydney-sweeney-novig-sports-ad\/","title":{"rendered":"Zendaya’s mum reveals ‘biggest concern’ about Sydney Sweeney’s explicit Novig sports ad"},"content":{"rendered":"

Amid the ongoing debate surrounding Sydney Sweeney\u2019s Novig sports advert<\/a>, Zendaya\u2019s own mother, Claire Stoermer, has chimed in and shared the \u201cbiggest concern\u201d – and it\u2019s not the nudity. <\/span><\/p>\n

Following on from the American Eagle \u201cgreat jeans\u201d and bathwater soap sagas<\/a>, Sweeney has once again found herself at the centre of a controversy, this time involving the new sports prediction market and trading app Novig. <\/span><\/p>\n

The ad campaign for its launch features the Euphoria<\/a> star posing almost entirely nude while strategically covering herself with various pieces of sporting equipment, including footballs, basketball hoops and protective pads.<\/span><\/p>\n

Titled \u201cJust Sports\u201d, the minute-long advert sees Sweeney move between a number of setups as she explains that Novig allows users to trade on sporting outcomes. <\/span><\/p>\n

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Credit: Novig<\/figcaption><\/figure>\n

At one point, she lounges naked across a pool table before joking that viewers \u201ccan’t trade this, I just look good here.\u201d She then says, \u201cNo betting on wars or deaths, and no politics.\u201d<\/span><\/p>\n

As well as being the face of the brand, Sweeney<\/a> joined Novig as a strategic partner and equity holder, with the company saying she helped shape the campaign.<\/span><\/p>\n

Since the ad dropped on September 9, it has faced criticism on social media over its over-sexualisation and objectification of the actress, while others have taken issue with what she is actually promoting.<\/span><\/p>\n

Novig describes itself as a sports prediction market rather than a traditional sportsbook, allowing users to buy and sell contracts based on the outcomes of games. But prediction markets have faced growing scrutiny over their similarities to gambling.<\/span><\/p>\n

The discourse shows no signs of slowing down, with the mum of Sweeney\u2019s Euphoria co-star, Zendaya<\/a>, sharing support of a take on the ad campaign. <\/span><\/p>\n

Zendaya’s mum ‘loves’ this take on Sydney Sweeney’s controversial ad<\/h2>\n

In her latest Instagram Stories, Claire Stoermer shared a post from fellow mother Sammy Seles, which begins, \u201cI\u2019m raising a daughter in the Sydney Sweeney era. And no, my biggest concern isn\u2019t Sydney Sweeney taking her clothes off.\u201d<\/span><\/p>\n

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Whew why Z\u2019s mom ending Sydney on her IG story rn pic.twitter.com\/9i1OmkavRH<\/a><\/p>\n

— \u2614\ufe0f (@unsexuaIIy) September 14, 2026<\/a><\/p><\/blockquote>\n