Sydney Sweeney launched Novig’s first Just Sports campaign, and she did it as an equity partner rather than a one-off face for hire. The move ties Novig’s 21+ sports prediction market to a celebrity who says she was involved from the start.
“Because I've been a part of the creative conversations from the very beginning,” Sweeney said in a phone interview with Complex. She also described the campaign as “a very simple and playful idea,” and said it was meant to “really bring the concept of ‘just sports’ to life.”
Novig and Sydney Sweeney
Novig is described as a sports prediction market built around transparency and efficiency, and Sweeney said it is “built by sports traders for sports traders.” In practical terms, that suggests a marketplace designed around the mechanics of sports trading rather than broad entertainment branding.
She said she had built “an amazing relationship” with everyone involved, and that she got to meet the Novig team while working on the campaign. Sweeney said, “I've always believed that the best partnerships are the ones where everyone's getting to collaborate,” which is the clearest signal that her role went beyond a standard promotional booking.
Australia and Gundam
Sweeney said her glam team and the team she has been with for almost a decade came down while she was away in Australia filming Gundam. That detail matters because the campaign was being built around a working production schedule, not a detached celebrity endorsement cycle.
She said Novig’s vision is “truly just sports,” and added that the marketplace is designed around transparency and efficiency. She also said, “Being able to be a part of watching this company grow and not just be the face of it is really important to me,” which is a different claim from simply lending a name to a campaign.
What Sweeney brought
Sweeney said she grew up loving sports, and she listed soccer, softball, snow ski, slalom ski, and MMA as part of that background. She also said, “There was a moment, though, when I was 12,” when she wanted to go to the X Games for wakeboarding, but that did not happen.
She drew a straight line from that sports history to her view of partnership work, saying, “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.” She added, “Jacob's incredible, and I believed in him as a founder,” which puts the relationship on a founder-partner footing rather than a simple ad buy.
The unanswered question is the size of Sweeney’s equity stake in Novig, and that number would tell readers how much control or upside she actually has in a company that is now using her as the face of its first campaign. For now, the clearest takeaway is that Novig did not hire a billboard; it brought in a partner who says she helped shape the campaign before it launched.
