Sydney Sweeney Joins Novig as Equity Partner for New ‘Just Sports’ Campaign

Sydney Sweeney is taking a hands-on role in Novig’s first major campaign, joining the sports prediction company as an equity partner while helping shape its new “Just Sports” creative.

Sydney Sweeney has partnered with Novig as an equity partner and campaign spokesperson, with the actress fronting the company’s new “Just Sports” campaign. In an interview with Complex, Sweeney said she was involved in the creative conversations from the beginning rather than simply appearing as the face of the brand.

Novig is a 21-and-over sports prediction market that is positioning itself around sports rather than political or other event contracts. The company’s campaign leans into that distinction with a simple message centered on sports, while Sweeney said the collaboration appealed to her because she wanted to work closely with the team and founder Jacob Fortinsky as the business grows.

Sweeney also pointed to her own background in athletics, saying she grew up playing soccer and softball, skied competitively and trained in MMA. She added that she remains a fan of hockey and boxing, interests that became even more prominent after portraying boxer Christy Martin in the 2025 film Christy.

The Novig role arrives as Sweeney continues to expand her work beyond acting. She has increasingly taken on producing responsibilities across projects including Anyone But You, Christy and The Housemaid, and told Complex that she works better when she has “more hats to wear” and can participate in decisions across a project from the ground up.

Her screen career remains active at the same time. Sweeney recently wrapped Netflix’s live-action Gundam project in Australia, and she also returned for the third and final season of Euphoria, continuing a run that has kept her closely tied to both major studio projects and high-profile brand partnerships.

Novig’s partnership gives Sweeney an ownership stake as well as a visible creative role, making the campaign another example of her push to work behind the scenes as well as in front of the camera. The “Just Sports” rollout is Novig’s first campaign and is being distributed across television, digital and social media.