Sydney Sweeney sparks controversy with bold new sports Ad

Hollywood actress Sydney Sweeney has sparked a fresh wave of criticism with a provocative new advertising campaign for sports trading app Novig.

In the campaign, Sweeney appears in a series of bold poses alongside sports equipment including footballs, basketballs and a hockey net. In some scenes, she uses sports balls to maintain modesty while posing on a basketball hoop.

Sweeney said the campaign was designed around a simple, playful idea: stripping away distractions and focusing entirely on sports. “Confidence, humour and a sense of fun” were central to the campaign, she said in a statement.

The actress also appears in sports gear, wearing a hockey goaltender mask, football pads, a baseball catcher’s helmet and a Novig jersey. In one scene, she takes a shot on a billiards table before joking that viewers cannot trade the setup because “I just look good here.”

Novig recently launched across the United States under a federally regulated framework. The platform is available only to users aged 21 and above and combines sports-focused experiences with the mechanics of a modern financial exchange. Sweeney also stresses in the campaign that the platform does not offer betting on wars, deaths or politics.

The campaign is the latest in a series of attention-grabbing advertisements featuring Sweeney. Earlier this year, she promoted her lingerie brand SIRNS through several revealing campaigns and also appeared in an American Eagle jeans campaign that drew online debate over its double entendre.

On the acting front, Sweeney is set to return in The Housemaid’s Secret, the sequel to The Housemaid. Her other upcoming projects include Netflix’s Gundam and StudioCanal’s The Custom of the Country. She also starred in Anyone But You, the romantic comedy that became a major box-office success despite its modest budget.