Why Is ‘Euphoria’ Star Sydney Sweeney Being Called an ‘Israeli Honeypot’? The Viral Conspiracy Theory, Explained
Sydney Sweeney has built a high-profile career that often comes with controversy, and her marketing choices tend to travel far beyond their intended audience. Her latest ad campaign is no exception, having sparked one of the strangest online theories of the year.
On September 9, the ‘Euphoria’ star appeared in a provocative “Just Sports” campaign for Novig, a sports prediction platform that launched nationwide in early August. Sweeney isn’t just the face of the ads, either, as she is also an equity holder in the company.
Weeks later, the campaign has taken on a bizarre second life online. Conspiracy-minded commentators have begun labeling Sweeney an “Israeli honeypot,” a claim that has spread across social media despite there being no credible evidence to support it.
The theory began with the ad’s soundtrack. The spot uses ‘Come Down’ by Anderson . Paak, a 2016 track produced by Hi-Tek that samples a melody from ‘Hatikvah’, Israel’s national anthem.b The Israeli newspaper Israel Hayom noted that the anthem appeared in the ad seemingly for no apparent reason. Notably, the same song had already been used in a 2016 Nike ad.
From there, online commentators began connecting the music to other publicly known details about Sweeney, her business partners, and her personal life. One of the loudest voices behind the theory is commentator James Li. “I know a honeypot when I see one. Sydney Sweeney is 100% a honeypot — for Israel. Allegedly,” he wrote in an October 3 post on X.
I know a honeypot when I see one. Sydney Sweeney is 100% a honeypot — for Israel. Allegedly. 😏 https://t.co/D183LoznJa
— James Li (@5149jamesli) October 3, 2026
In an episode of his show ’51/49′, Li stacked what he described as coincidences around the ad. He pointed to writing by Novig founder Jacob Fortinsky, Sweeney’s relationship with music manager Scooter Braun, the Israeli origins of ‘Euphoria’ and photos she took with freed hostages, among other details.
Li ultimately argued the alleged goal was a broader push of sexualization and gambling designed to distract the West. Another 29-minute video circulating online went even further, making sweeping claims of a coordinated plan.
The term carries serious implications. In intelligence terminology, a “honey trap” generally describes using romantic or sexual attraction to compromise, recruit, or obtain information from a target.
That’s why the label goes far beyond pointing out connections. As Index.hr noted, calling Sweeney an Israeli honeypot doesn’t just suggest she has ties to Israel, but implies she knowingly participates in an intelligence operation.
Despite the viral attention, the theory doesn’t hold up. No verified evidence connects Sweeney to Mossad or any other Israeli intelligence organization, and no credible investigation has established the Novig campaign as an influence operation.
The individual facts are mostly real, but they don’t prove anything. As International Business Times pointed out, none of those personal, professional, or social associations constitute evidence of espionage.
One Substack analysis argued that someone could connect the same dots into a theory about Jeff Bezos or crypto, and it would be just as convincing and just as unproven. Even the question of why the ‘Hatikvah’ sample was chosen for the ad remains unanswered rather than suspicious by default.
There’s also a simpler explanation for the partnership itself. Novig CEO Jacob Fortinsky has said that Sweeney approached the company about an equity partnership. The episode shows how quickly a single ad can snowball into a pile of speculation. In the age of algorithm-driven content, a catchy label can travel much faster than the facts behind it.
For Sweeney, it’s yet another example of how her every move becomes fodder for online debate. For audiences, it’s a reminder to separate verifiable facts from the stories people build around them.
Do you think viral conspiracy theories like the one about Sydney Sweeney's Novig ad get too much attention online?
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