Novig didn’t just launch an ad. It launched a controversy – and that might be the whole point. Copyright photograph by: Novig. On 9 September, sports prediction platform Novig rolled out a campaign starring actress Sydney Sweeney, who appears mostly undressed, covering herself with various sports equipment while repeating the tagline: “Novig is just sports”. However, Sweeney is not simply the face of the campaign. She is also a strategic partner and equity holder in the compa
