Sydney Sweeney strips down again in fresh Novig promo clip

Sydney Sweeney is back to selling sports with very little on. The actress shared a new Instagram Reel promoting Novig. Once again she appears topless in the clip.

A familiar look for the brand

The post puts fresh eyes on her ties to the sports trading platform. Sweeney signed on with Novig in September as a strategic partner who also holds equity in the company.

She has already served as the face of its "Just Sports" ads. In that campaign she posed nude while sports gear kept her covered.

Praise and pushback

Those ads got people talking right away. Some critics said the spots turned sports into something sexual and pulled attention away from the players who actually compete.

A number of well-known female athletes joined in. They argued the campaign treated women's sports like a sales trick instead of honoring the talent and hard work of the women on the field.

More than a spokesperson

This is not a simple paid endorsement deal. Sweeney owns a piece of Novig, though nobody has said how big her stake is.

Novig pitches itself as a prediction market built only around sports. Users trade on how games turn out and must be 21 or older to sign up.

What comes next

It is not clear yet whether the new Reel will stir up the old argument. Either way the "Euphoria" star has a financial reason to keep the campaign in the news since she is a part owner as well as its star.