Novig
Novig's CEO said Sweeney used her "ability to captivate an audience" in theri new ad
Sydney Sweeney is no stranger to partnering with a brand to sell a product, having worked with brands such as American Eagle, Dr. Squatch, Armani Beauty, and more. Her latest partnership with Novig may be her buzziest yet, though.
The campaign, which debuted last week, sees Sydney Sweeney wearing no clothes and covering herself with various pieces of sports equipment. The ad was naturally popular with Sweeney’s male fans, but has generated criticism from female athletes and women in general.
Novig CEO Jacob Fortinsky said that Sydney Sweeney used her “ability to captivate audiences” in the company’s controversial ad
Speaking about their new campaign, Novig CEO Jacob Fortinsky had a hilariously vague way of saying that Sweeney is an effective spokesperson because she’s so hot, saying that she used her “ability to captivate audiences” in the headline-making commercial.
Sydney Sweeney used her “ability to captivate audiences,” says Novig CEO Jacob Fortinsky.
The sports prediction market cofounder explains why he believed Sweeney was the right choice to “make Novig a household name.” pic.twitter.com/PV7kZ2HB8s
— Front Office Sports (@FOS) September 15, 2026
Fortinsky added that Sweeney, who holds equity in the company, approached the company about the ad and served as its creative lead, a role in which she “was driving a lot of the visuals and the messaging.”
“The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor, and a playful edge,” Sweeney said in a statement about the ad.
Sweeney reportedly lost over 200,000 followers in the aftermath of the ad, with most of those accounts likely being women. Professional athletes have also criticized Sweeney for sexualizing women’s sports.