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# Novig expands controversial Sydney Sweeney betting campaign
- URL: https://www.medianexis.com/novig-expands-controversial-sydney-sweeney-betting-campaign/
- Published: 2026-10-12T14:21:52.000Z
- Updated: 2026-10-12T14:21:52.000Z
- Description: Ad Age’s Brian Bonilla reports that sports prediction company Novig is rolling out a second iteration of its provocative Sydney Sweeney campaign, which drew criticism from female athletes and national attention.
- Author: The Signals Desk
- Tags: Agencies, Brian Bonilla, Novig expands Sydney Sweeney campaign

**Why it matters.** Marketers weighing deliberately polarizing celebrity campaigns now have a company willing to cite controversy-driven engagement as proof of concept rather than reputational risk.

*Signal from* [*adage.com*](https://adage.com/?ref=medianexis.com) *·* [*Brian Bonilla*](https://www.medianexis.com/tag/by-brian-bonilla/) *·* [*read the original*](https://adage.com/brand-marketing/aa-novig-expands-controversial-syndey-sweeney-campaign/?ref=medianexis.com)*.*