Sydney Sweeney is adding another business venture to a schedule that already includes major acting and producing projects, becoming an equity partner in Novig as the company launches its new “Just Sports” campaign.

The campaign is the first from the 21-and-over sports prediction market and features Sweeney in a role that extends beyond appearing in its advertising.

She participated in the creative process while working in Australia on Netflix’s live-action Gundam, which recently wrapped filming. Sweeney stars in the project alongside Noah Centineo and an ensemble cast.

“Because I've been a part of the creative conversations from the very beginning,” Sweeney shared with Complex via phone, “I had built an amazing relationship with everyone involved, and I was really excited to get to set.”

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Working on the campaign also provided an opportunity for Sweeney to reconnect with members of her longtime team after spending an extended period away.

“It can be kind of isolating when you're away for that long,” Sweeney continued, “so being able to have my entire glam team come down, and my team who I've been with for almost a decade—they're like my family—it was really exciting to be able to see them again.”

Sweeney described “Just Sports” as “a very simple and playful idea” intended to “really bring the concept of ‘just sports’ to life.”

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Novig describes its approach as a marketplace centered on transparency and efficiency and built by sports traders for sports traders.

For Sweeney, participating in the business and creative sides of the partnership was an important part of becoming involved.

“I've always believed that the best partnerships are the ones where everyone's getting to collaborate,” Sweeney explained.

“I don’t like to just put my face on something. I really want to be able to get into the weeds of it with an amazing team. And I got to meet the Novig team. Jacob's incredible, and I believed in him as a founder.”

“Being able to be a part of watching this company grow and not just be the face of it is really important to me,” she added.

Her involvement with a sports-focused company also draws on a long personal history with athletics.

Sweeney said she participated in several sports while growing up, including soccer, softball, snow skiing and mixed martial arts. She also learned to slalom ski as a child.

“I grew up loving sports,” she said. “I played sports growing up. I was on a soccer team, I was on a softball team, I was on a snow ski team. I learned how to slalom ski when I was little, and I did MMA.”

Sweeney said she remains particularly interested in hockey and boxing. Her experience playing boxer Christie Martin also increased her appreciation for fighters.

“So sports have been a really big part of my life, and I love watching hockey and boxing, especially after playing Christie Martin,” Sweeney said.

“I have a really huge appreciation for every single fighter.”

Despite her interest in athletics, Sweeney ultimately chose acting, a decision she said allowed her to pursue different interests rather than settle on a single path.

“Well, first, my parents always told me to fall in love with as many things as possible,” Sweeney said, “so they really wanted me to try absolutely everything.”

She said acting provided a way to continue exploring different subjects through the characters she plays, the people she meets and the places her work takes her.

“I think that the idea and concept of acting was my ability and my choice to be able to not have to pick being one thing for the rest of my life,” she said.

“I get to play all these different characters. I get to learn so much about other people and the world. I get to travel. I get to meet interesting and smart, intelligent, creative people, and it's broadened my world so much more than if I would've just chosen one thing.”

There was at least one point when competitive sports remained a possibility.

“There was a moment, though, when I was 12,” Sweeney said, “I really wanted to go to the X Games for wakeboarding, but that didn’t happen.”

Her career has since expanded beyond acting. Since 2023, Sweeney has produced or executive produced four films, including 2023’s Anyone But You and the 2025 films Christy and The Housemaid.

She is also attached as a producer to two upcoming projects, including Gundam.

“I actually find myself being able to work better when I have more hats to wear,” Sweeney said.

“I love being able to be involved in the entire process with every single person from the ground up.”

That work has included decisions involving casting, marketing, budgets, potential buyers, and markets.

Sweeney said having a role throughout production has also changed how she views the contributions of others working on a project.

“It is such a great ownership. I'm challenging myself, I'm learning so much more, but then I also have such a creative authority that is really amazing to be able to sit at a table and be a part of every discussion, whether it's from casting, marketing, budgeting, who we're going to sell this to, what market; being involved in all of that has honestly been able to help me appreciate every single person on set.”

With her birthday approaching amid the busy schedule, Sweeney said she plans to keep the occasion simple.

She expects to “spend it with my close friends and my loved ones, and usually also a Pizookie.”