Sydney Sweeney's new 'Just Sports' ad with the prediction market Novig quickly made the rounds on social media, but there's more to it than just one well-timed promotion. In fact, with Sweeney, it seems like there's frequently work behind the work, and that's what's helped her build an empire by the age of 27.
The Novig ad itself dropped on the same day that Week 1 of the 2026 NFL season gets underway, so that deserves its own tip of the cap. For Sweeney, though, she's taken her work as an actress and parlayed it into something much bigger, and the proof is in the details of her work with Novig and in her mindset as she approached it.
It was revealed during an interview about the ad with Complex that Sweeney didn't just do an ad; she became an equity
partner in Novig and helped create the campaign from the start.
"Because I've been a part of the creative conversations from the very beginning,” Sweeney said. "I had built an amazing relationship with everyone involved, and I was really excited to get to set."
Sydney Sweeney for Novig 📹https://t.co/MOTgg2rpq2
— Cinema Now (@CinemaaNow) September 9, 2026
Sweeney's evaluation of the process behind the predictions market ad is what truly stands out, and she openly explained to Complex that she doesn't like to "just put my face on something."
"I've always believed that the best partnerships are the ones where everyone's getting to collaborate,” Sweeney explains. “I don’t like to just put my face on something. I really want to be able to get into the weeds of it with an amazing team. And I got to meet the Novig team. Jacob's incredible, and I believed in him as a founder."
"Being able to be a part of watching this company grow and not just be the face of it is really important to me," she says.
This article originally appeared on For The Win: Sydney Sweeney's Novig role goes far beyond the 'Just Sports' ad
