THE ANNOUNCEMENT OF THE CONTROVERSY: Sydney Sweeney stars in Novig's new betting campaign

Sydney Sweeney stars in the new advertising campaign for Novig, an American platform for prediction markets and sports betting that seeks to increase its notoriety with one of the most talked-about ads of the moment.

In the video, the actress appears naked and uses different sports elements to cover her body while presenting Novig's proposal: a platform focused exclusively on sport, without markets related to politics, wars or deaths.

The campaign plays with the concept of "Just Sports" and concludes by encouraging fans to demonstrate their sports knowledge through Novig.

Sydney Sweeney's relationship with the company goes beyond her participation as an advertising image, as the actress has joined as a strategic partner and shareholder of the company.

The provocative nature of the video has also generated some criticism on social networks and among several athletes, who consider that the campaign offers an excessively sexualized image of women in sport.