Actress Sydney Sweeney's investment in peer-to-peer sports trading company Novig coincided with the firm's valuation jumping from $500 million to $2 billion in recent months. The specific amount Sweeney invested in the company remains unknown, but her association with the brand has drawn significant attention following a controversial advertising campaign.
In the middle of last month, Novig released an advertisement featuring Sweeney in minimal sports attire. The visual strategy was designed to clear broadcast standards while maximizing visibility, sending the company's name across social media platforms. The campaign immediately triggered a wave of criticism from writers and athletes who argued the ad misrepresented women in sports.
Ava Stampa of the Rocky Mountain Collegian wrote that Sweeney was a disgrace to feminism and women's sports. Jane McManus, a sports columnist for the Guardian, described the ad as cynical and unhealthy, suggesting it revealed much about modern sports. Nancy Armour of USA Today characterized the campaign as an attempt to demean the sweat and sacrifice of women athletes. Four-time Olympic swimming gold medalist Ariarne Titmus suggested the ad served as a kick in the face to female athletes.
Proponents of the campaign argue that such criticism ignores historical precedents in sports media. For years, ESPN Magazine ran an annual Body Issue featuring male and female athletes posing nude with strategic modesty. Supporters contend that using sex appeal to capture the attention of a mostly male market is a valid business strategy rather than an attack on female athletes. They note that Sweeney, known for her role in Euphoria, is acting as an investor who bought equity and utilized her public profile to advance the company's interests.
The commercial's impact on Novig's financial metrics is difficult to isolate precisely. While it is impossible to determine exactly how much of the fourfold valuation increase since February is attributable to the ad, observers suggest the spot contributed significantly to the growth. This pattern mirrors Sweeney's previous work with American Eagle. In July 2025, when American Eagle unveiled its Sydney Sweeney Has Great Jeans campaign, the company's shares jumped 10 percent in a single day.
The debate surrounding Sweeney's role in Novig highlights a disconnect between certain media narratives and market outcomes. Critics have focused on the ad's tone and its implications for women's sports representation. Conversely, industry observers point to the tangible financial results, including the massive valuation increase and previous stock price movements associated with her endorsements. The controversy has underscored Sweeney's ability to drive engagement and value for brands she is associated with, regardless of public opinion on the advertising style.