Sydney Sweeny, Erika Kirk team up for nude photoshoot to promote sports betting app

Los Angeles — Actress Sydney Sweeney and political commentator Erika Kirk have drawn attention after appearing in a provocative advertising campaign for Novig, a sports-betting application that says it is seeking to distinguish itself in an increasingly crowded online wagering market.

The campaign, released Tuesday across social-media platforms, uses minimalist imagery and the slogan, “Nothing Between You and the Game.” The company did not disclose the financial terms of the endorsement agreements.

The two women appear together in a stylized, adults-only photoshoot. The concept uses athletic equipment and carefully staged compositions. The partnership represents an unusual pairing of entertainment and political-media personalities. Sweeney is an established film and television actress, while Kirk is known for her political and advocacy work. Their collaboration will likely attract attention well beyond the sports-betting industry.

Sweeney has also become an equity partner in Novig and participated in developing the campaign's creative direction. The campaign taps into her significant social media following and creative input, aiming to draw attention and market share. Novig's co-founder and CEO, Jacob Fortinsky, praised Sweeney and Kirk for bringing the campaign’s message to life. 

Novig's marketing strategy comes as prediction markets compete for consumers' attention alongside established sportsbooks and other prediction platforms. The company emphasizes sports markets while excluding categories such as politics, guns, and high-profile assassinations, a distinction highlighted in Sweeney's and Kirk's advertisement. 

Sweeney's collaboration with Kirk raise questions about the boundaries of celebrity advertising and whether provocative imagery overshadows the products being promoted. It could also reignite broader discussions about the marketing of betting and prediction products through high-profile personalities.