The 29-year-old actress went topless in the commercial, with strands of her long blonde hair partly covering her chest as she delivered a sharp critique of what other prediction markets are currently doing. The bold campaign represents Sweeney’s second major advertising venture for Novig, a company in which she not only serves as a prominent promotional face but also holds a financial equity stake.
"There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered," Sweeney began the commercial with a lift of her brows, immediately setting a tongue-in-cheek and confrontational tone.
Continuing her critique of the broader prediction market landscape, she pointed to some of the more eccentric and controversial wagers found on competing platforms. "There is insider trading on dictators dying and armies of bots manipulating it all," she continued, before adding, "There’s someone sitting in a bathroom stall betting their 401k on a war."
Drawing a sharp contrast between these chaotic, high-stakes political and cultural wagers and the core mission of the platform she backs, Sweeney pivoted cleanly to the app’s singular focus. "And then, there are people who just trade on sports. Novig is just sports," she concluded.
The high-profile endorsement arrives shortly after a genealogy study officially confirmed that Sweeney is related to Hollywood icon Marilyn Monroe, adding another layer of historical pop-culture crossover to her growing star power.
The provocative advertisement opened with a striking, cinematic shot of the barefooted actress padding across a dimly lit stage wearing white underwear and nothing else. The camera zoomed in on a close-up of her derriere and panned up slowly as she settled into a chair, before eventually propping two footballs against her chest to punctuate her message.
This follow-up commercial is the second ad she has produced for Novig’s "Just Sports" campaign. The company, which was founded in 2021 by Jacob Fortinsky and Kelechi Ukah, completed its official transition into a sports-exclusive prediction market platform in August. Sweeney’s initial ad for the campaign dropped on September 9, featuring the actress posing naked with strategically positioned footballs, basketballs, tennis equipment, hockey gear, and various other sporting props.
Sweeney’s involvement with the sports trading app extends far beyond a conventional celebrity endorsement deal. In addition to helping develop the creative direction of the campaign, she holds equity in Novig, though the exact size of her financial stake has remained undisclosed, as reported by Front Office Sports.
Explaining the foundational vision behind the marketing strategy in a statement released when the campaign initially launched, Sweeney emphasized clarity and humor. "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," she explained, according to Forbes.
The first installment of the campaign generated millions of views across various social media platforms following its release. However, it also drew significant criticism from online users who objected to its bold and suggestive imagery. While Sweeney did not issue a formal statement addressing the backlash, she appeared to respond indirectly to her critics through cryptic updates posted to her Instagram Stories. Unfazed by the initial wave of debate, she has doubled down on the controversy with her second eye-popping commercial.
The scrutiny surrounding the new ad is merely the latest chapter in a broader conversation about public interest in Sweeney’s appearance and the intense scrutiny she has faced during her rapid rise to mainstream fame. Discussing the challenges of navigating public perception, Sweeney opened up in a 2024 interview with Variety.
"I see it, and I just can’t allow myself to have a reaction," she told the publication. "I don’t know how to explain it. I’m still trying to figure it out myself. People feel connected and free to be able to speak about me in whatever way they want because they believe that I’ve signed my life away. It’s this weird relationship that people have with me that I have no control or say over."
Sweeney first burst onto the international Hollywood scene with her star-making breakout role as Cassie Howard in HBO’s critically acclaimed drama series Euphoria. Created by Sam Levinson, the hit show featured an ensemble cast that included Zendaya, Jacob Elordi, Hunter Schafer, Alexa Demie, and Maude Apatow.
The gritty drama officially concluded earlier this year following its third season, with network executives confirming that the May series finale would indeed serve as the program’s final episode. Sweeney’s nuanced and emotionally volatile portrayal of Cassie earned her widespread critical acclaim, including an Emmy nomination, while regularly placing her character’s appearance and complicated relationships at the white-hot center of the show’s most talked-about storylines.
Beyond her television and commercial ventures, Sweeney’s personal life continues to fuel intense public and media interest. The actress has been in a relationship with businessman and former talent manager Scooter Braun for over a year. The couple first crossed paths and connected at the high-profile wedding of Jeff Bezos and Lauren Sanchez held in Venice, Italy, in the summer of 2025, before officially beginning their romance shortly afterward.
