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Sydney Sweeney appears in second Novig prediction market ad

Sydney Sweeney released a second advert for sports prediction platform Novig on Sunday 11 October 2026, weeks after her first ad drew criticism from female athletes.

2 outlets · 0L · 0C · 2R First reported Account updated
Image: Just the News
Image: Fox News

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The story, neutrally told

Right · 2Actress Sydney Sweeney released a new advert for the sports prediction platform Novig on Sunday 11 October 2026, posting it on Instagram. Right · 2In the ad she wears only white underwear bearing Novig's logo and covers her chest with footballs. Right · 1She opens by saying, "There are grown men making spreadsheets to bet on what color underwear I’m wearing," and adds, "I mean, I’m flattered?"

Right · 1Fox News reports she also jokes about someone "betting their 401(k) on a war" before ending with "Novig is … just sports." Right · 1Just the News says the ad promotes Novig's "Just Sports" campaign, which it says sets the platform apart from competitors such as Kalshi and Polymarket by focusing only on sports markets. Right · 1The ad follows Sweeney's first Novig advert, which Fox News says drew backlash weeks earlier from female athletes and critics who accused the company of sexualizing women in sports.

Right · 1Critics of the first ad included swimmer Ariarne Titmus, who called it a "kick in the face" to women who have devoted their lives to sport, gymnast Gracie Kramer, who said it marketed women's sports "through the male gaze", and British sprinter Amy Hunt, who said it gave an inaccurate picture of women in sport. Right · 1Sweeney later appeared to respond by sharing images of athletes who had posed nude for ESPN's Body Issue, and Novig defended the original ad as a "fun idea" made with "confidence, humor and a playful edge." Right · 1Fox News says fans reacted supportively to the new post, and quotes communications founder Adrienne Uthe saying women having agency means allowing choices about their image that other women may disagree with.

Every sentence links to the reporting it rests on. The pill in front of each says where its sources sit: Left, Centre or Right when one side supplies at least half of them, Mixed when they are evenly split. The number is how many outlets it cites.

Left0 outlets

No left outlet in our sources has covered this story yet.

Centre0 outlets

No centre outlet in our sources has covered this story yet.

Right2 outlets

Framing
Both right-leaning outlets treat it as a fresh provocative ad that reignites a controversy; Fox News frames it as Sweeney 'doubling down' after backlash, while Just the News is shorter and more descriptive.
Emphasis
Fox stresses the earlier criticism from female athletes, supportive fan comments, and an expert saying the ad fits her brand. Just the News stresses the ad's content and Novig's positioning against Kalshi and Polymarket.
Leaves out or plays down
Neither covers prediction-market regulation or concerns about betting; no left or centre outlets covered the story.
Charged language
“doubles down”“topless”“racy”“provocative”
For example
“Sydney Sweeney is doubling down on her controversial Novig sports betting ads.” — Fox News
“Actress Sydney Sweeney drops another racy prediction market ad, reigniting online buzz” — Just the News