‘Euphoria’ Star Sydney Sweeney Grabs Attention With Eye-Catching Naked Times Square Billboard

Sydney Sweeney is making it clear that she wants more from her career than acting roles and traditional brand deals. The “Euphoria” star has been building a bigger presence behind the scenes through producing, business partnerships, and projects where she can have a say in the final product. Her latest move with sports prediction company Novig shows just how serious she is about turning her growing fame into long-term business opportunities.

Sweeney has joined Novig as a strategic partner and equity holder while also becoming the face of the company’s new “Just Sports” campaign. Unlike a normal celebrity endorsement, the deal gives Sweeney a financial connection to the company and allows her to be involved in its creative direction. Speaking exclusively with Complex, she explained why that kind of partnership matters to her. “I don’t like to just put my face on something,” Sweeney said, making it clear that she wants to be involved instead of simply showing up for an advertisement.

According to Complex, Sweeney was part of the creative discussions with Novig from the early stages of the campaign. That gave her the chance to help decide how the company should present itself and what kind of tone the campaign should have. The result is “Just Sports,” a campaign built around the idea of keeping the focus on sports rather than expanding into other prediction categories. Sweeney has described the concept as fun and simple, which seems to fit the more casual image the company is trying to create.

Novig is a sports prediction market that recently launched nationwide under a federally regulated framework. The company focuses specifically on sports and does not offer prediction markets based on politics or other subjects. Sweeney’s involvement therefore goes beyond being the celebrity attached to the campaign. Because she holds equity in the company, she also has a financial interest in how well Novig performs in the future.

The partnership comes at a busy point in Sweeney’s career. She has continued taking on acting roles while also expanding her work as a producer. Her recent and upcoming projects include “Anyone But You,” “Christy,” “The Housemaid,” and the live-action “Gundam” movie. According to the information shared with Complex, Sweeney was working on the Novig campaign while filming “Gundam” in Australia, showing how much she is trying to handle at the same time.

Her approach also fits a larger change in the way she is building her career. Instead of treating every brand deal as a quick paycheck, Sweeney appears more interested in finding opportunities that could give her ownership and a long-term connection to a company. That can be a much bigger gamble than simply accepting a traditional endorsement, but it can also offer a much bigger reward if the business grows.

The strategy is not without its risks. Celebrity partnerships can quickly become part of larger public conversations, especially when the company involved operates in an industry that can attract debate. Sweeney has already experienced the intense attention that can come with major advertising campaigns, including her earlier work with American Eagle. Still, her latest deal suggests she is comfortable taking those risks when she believes she can have a real role in shaping the project.

The Hollywood Reporter also reported on Sweeney’s involvement with Novig and highlighted the campaign surrounding the partnership. Her decision to take an equity position makes the deal more interesting than a standard celebrity advertisement because her relationship with the company could continue long after the current campaign ends. If Novig grows, Sweeney stands to benefit directly from that success.

For Sweeney, this may be another step toward creating a career that does not depend entirely on acting. She is still one of Hollywood’s rising stars, but her moves outside the screen show that she is thinking about what comes next. With producing, brand partnerships and equity deals becoming part of her portfolio, Sweeney is building something that could potentially last far beyond her biggest movie or television role. Novig may be just one piece of that plan, but it shows that she wants to have a stake in the businesses she chooses to support.

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