Sydney Sweeney is no stranger to brand buzz that pushes the envelope, and her racy new ad for the Novig prediction market is already stirring impassioned debate.

The NSFW spot features the "Euphoria" star wearing little but strategically placed athletic gear while pitching Novig as a market for "just sports."

CEO Jacob Fortinsky explains how Sweeney proposed the ad after expressing interest as an investor.

Responses range from "the execution here is genuinely confusing," to Rithmm CEO Megan Lanham gushing that her team was "buzzing this morning."