Sydney Sweeney's nearly nude ad is drawing backlash — but she might have the last laugh

Sydney Sweeney has a history of provocative work.

Chris Delmas / AFP via Getty Images Sydney Sweeney is at the center of controversy again after appearing in another head-turning ad campaign.

Sports prediction app Novig has gotten buzz and backlash for Sweeney's nearly naked appearance.

Peak Metrics found the campaign had generated more positive than negative posts online.

Sydney Sweeney's nearly nude ad campaign has been met with backlash — but the stunt could pay off for sports prediction app Novig, an upstart looking to rival giants Kalshi and Polymarket.

The ad campaign shows the "Euphoria" and "The White Lotus" star, bare aside from some strategically placed sports equipment.

Sweeney also took an equity stake in Novig, the company said.

Sydney Sweeney's partnership with Novig stirred up controversy.

Novig The campaign was mocked online by "Saturday Night Live" alum Chloe Fineman and drew a wave of criticism, including from female Olympic athletes who said it sexualized women's sports.

"I can't describe how infuriated I feel when I watch this," wrote Ariarne Titmus, a four-time Olympic gold medalist, on her Instagram story, according to multiple outlets.

Nicky Vita, the head of strategy at advertising agency JOAN London, said the campaign felt "a bit lazy." "You've used the oldest trick in the book, which is just: 'Sexy girl talking to men while looking super sexy,'" Vita said.

Still, for little-known Novig, betting on an age-old trope might have worked.

"Think of the audience: it is generally younger men, and sex sells," said Steve Schonberg, a New York-based marketing consultant.

Novig's social media mentions spiked more than ninefold after Sweeney's campaign was released, according to data firm Peak Metrics.