SPORTS AD.Sydney Sweeney / Just Sports
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Sydney Sweeney Sports Ad

Watch Novig's official 58-second ad here, with no Instagram login. Then see what's in it and why it caused a backlash.

Watch the Ad What's in It
Novig is Just SportsOfficial · 58 sec · Implied nudity

Choose play to watch the official ad.

Watch on YouTube Watch on Novig

English captions: use the CC button in the player.

What happens in the ad

Sports gear stands in for clothing from start to finish. Select a time to play that moment.

  1. Opening. She walks toward the stadium lights, seen from behind.

  2. The challenge. A close-up as she questions how well viewers know sports.

  3. Footballs. Two footballs held in front of her. Novig is just sports.

  4. Basketball hoop. Spinning a basketball, then seated on a hoop rim.

  5. Shoulder pads. Wearing football shoulder pads.

  6. Hockey goal. Seated in a hockey net in goalie pads.

  7. Locker room. In a locker room with a football.

  8. Pool table. Lying across a pool table, a soccer ball and cleats behind her.

  9. Glove and golf club. Quick cuts: a baseball glove, a golf swing under stadium lights and a golf club.

  10. The punchline. In Novig-branded underwear on the pool table. You can't trade this.

  11. No politics. The product pitch. No betting on wars or deaths and no politics.

  12. Closing. Her closing line, then she walks back toward the lights.

Versions and where it ran

Versions of the Just Sports ad and where they appeared
VersionLengthWhereNotes
Official commercial 58 sec Novig's YouTube channel and campaign page Uploaded September 9, 2026. This is the version on this page. Novig: official full commercial · Official campaign page
Instagram post — Sydney Sweeney's Instagram Age-restricted: Instagram asks visitors to log in and confirm their age. Instagram: Sydney Sweeney's post (age-restricted)
TV cut 30 sec U.S. national TV iSpot lists five national airings in the 30 days to September 28. iSpot: 30-second TV spot · iSpot: Novig TV airings
Spanish-language version, “Solo deportes” — U.S. Spanish-language TV iSpot lists 14 national airings in the same period. iSpot: Novig TV airings
“Trade Responsibly” 15 sec Novig's YouTube channel A separate companion spot, not a cut of the main commercial. Novig: Trade Responsibly
Times Square billboard — New York Reuters photographed the campaign on an electronic billboard. Reuters Connect: Times Square billboard

Latest on the ad

Full timeline

  1. Howard Stern dismisses the outrage on his show; some listeners push back. Yahoo: Howard Stern's comments

  2. Forbes and The Irish Times publish analyses of the campaign's strategy and of what Novig sells. Forbes: outrage marketing analysis · The Irish Times: what Novig does

  3. OutKick publishes its September 24 interview with golfer Charley Hull, who defends Sweeney. OutKick: September 25 interview report

Why people disagree

Read the full context

The criticism

Some female athletes argue that the sexualized presentation draws attention to women’s bodies rather than their sporting skill and achievement.

Athlete responses · The Guardian · Front Office Sports

Other perspectives

Golfer Charley Hull and commentator Megyn Kelly defended the ad. Novig’s CEO described Sweeney’s involvement in the visuals and messaging.

Hull’s interview · Kelly’s segment · CEO’s response at 4:15

Public comments also question gambling promotion. That concern is distinct from the debate about women’s representation.

Community example · Reddit

The questions behind the ad

Direct answers. Sources you can check.

Why did it spark criticism?

Who criticized the ad, who defended it, how Sweeney and Novig responded, and a dated timeline.

How much did Novig pay her?

No fee or ownership percentage has been disclosed. What is known about her equity, and whether the ad was her idea.

See the official campaign photos

Seven stills from Novig's press folder, shown in their original proportions with credit.

A few more answers

Is Sydney Sweeney actually nude in the ad?

She appears nude or nearly nude, with footballs, pads, a basketball and other gear covering her; in a few shots she wears underwear. The official cut shows no explicit nudity. TODAY: athletes and Sweeney's response · Novig: official full commercial

Is there an uncensored or unblurred version?

Not an official one. The 58-second cut above is Novig's complete commercial and it is not blurred. News and social reposts are often cropped or shortened, and uploads labeled “uncensored” do not come from Novig. Novig: official full commercial

Why can't I watch it on Instagram?

Sweeney's original Instagram post is age-restricted, so Instagram asks visitors to log in and confirm their age. The same commercial plays above and on Novig's YouTube channel. Instagram: Sydney Sweeney's post (age-restricted) · Novig: official full commercial

Which version is this? I saw a shorter one.

This is Novig's full 58-second commercial. The ad-tracking service iSpot lists a 30-second TV cut and a Spanish-language version, “Solo deportes.” Novig also released a separate 15-second spot, “Trade Responsibly.” iSpot: 30-second TV spot · iSpot: Novig TV airings · Novig: Trade Responsibly

Is this the American Eagle jeans ad?

No. American Eagle's “Sydney Sweeney Has Great Jeans” campaign launched in July 2025. This is Novig's Just Sports ad from September 2026. American Eagle: July 2025 campaign announcement · Official campaign announcement

What is Novig? Is it a betting app?

Novig calls itself a sports prediction market: people trade contracts on game outcomes with each other instead of betting against a sportsbook. It says it is CFTC-regulated and limited to users 21 and older. Novig: homepage · Novig: official full commercial

What song is used in the ad?

Digital Music News identifies the track as Come Down by Anderson .Paak. This is a reported identification; we have not obtained official music credits. Digital Music News: reported soundtrack

What if the video will not play?

Select Retry, try the YouTube player, or open the ad on YouTube or Novig. For captions, use the CC button in the player. Novig: official full commercial · Official campaign page

Sources

Sources checked .