Sydney Sweeney Rebuts Novig Ad Backlash With 5 ESPN Nude Athlete Covers

Q: Did a Hollywood star intentionally spark outrage to secretly boost profits for a sports betting app she actually co-owns?

There is evidence Sydney Sweeney helped create a controversy-generating campaign for Novig, but no proof she intentionally manufactured outrage in secret. What is established is that Sweeney is more than a paid celebrity face. Multiple reports say she is a strategic partner and equity holder in Novig, meaning she could benefit if the company’s value rises. Novig CEO Jacob Fortinsky said she approached the company as a potential investor, took an ownership stake, and helped shape the message, including the “no wars, no deaths, no politics, just sports” line. Sweeney also said she was involved in creative discussions “from the very beginning.” There is also clear evidence the campaign was designed to grab attention. Fortinsky said Sweeney “forces us into the national discourse” and described the ad spend as a concentrated marketing bet going into football season. The ad went viral within hours and generated millions of views, which likely boosted Novig’s visibility at a key growth moment after its nationwide launch. But the leap from “attention-seeking” to “intentionally sparked outrage” is unproven. Neither Sweeney nor Novig has said the backlash itself was the goal. Publicly, both framed the ad as playful, humorous and sports-focused. It is fair to say the campaign was provocative by design and that Sweeney had a financial interest in its success. It is not supported by the available facts to say she secretly engineered outrage specifically to increase profits.

3 articles · Updated · Fox News · Sep 14

Five ESPN body-issue covers featuring Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki were posted by Sydney Sweeney on Sunday as her answer to criticism of Novig’s ad.
The backlash followed a campaign released last week that showed Sweeney mostly nude with strategically placed sports equipment while delivering Novig’s sports-betting pitch.
Ariarne Titmus, Amy Hunt and Gracie Kramer led the pushback, arguing the ad monetized Sweeney’s body and reinforced the sexualization of women’s sports rather than athletic achievement.
The dispute extends a pattern of scrutiny around Sweeney’s marketing work after she also drew criticism last year over an American Eagle fall campaign.