Sydney Sweeney Faces Controversy as ‘Israeli Honeypot’ After Novig Ad
Sydney Sweeney has gained significant attention for her career, often fueled by controversy. Her recent marketing endeavors have sparked discussions that extend beyond their intended audience. Following the backlash from her American Eagle ‘great jeans’ campaign last year, her latest advertisement has ignited an even larger response.
The advertisement promotes Novig, a sports prediction platform that launched nationwide in early August. It premiered on September 9, featuring Sweeney with sports equipment, stating that the platform is “just sports.” She has joined the company as a strategic partner and equity holder. However, the campaign faced criticism from female athletes, and CNN reported that the Instagram version of the ad garnered 37 million views within four days.
Despite the backlash, the campaign proved commercially successful. Novig co-founder Jacob Fortinsky shared with CNBC that in the 20 days surrounding the launch, trading volume surged nearly 94%, and first-time depositors increased by over 218%.
However, this success has been overshadowed by a new narrative online. Conspiracy theorists have labeled Sweeney an “Israeli honeypot,” a claim that has gained traction on social media and was reported by Index.hr and other outlets on October 5.
The theory originated from the advertisement’s music. The ad features ‘Come Down’ by Anderson .Paak, a 2016 track that samples a melody from ‘Hatikvah,’ Israel’s national anthem. The Jewish Chronicle highlighted that the sample appears towards the end of the clip, leading users to search for other Israel-related connections involving the actress.
I know a honeypot when I see one.
Sydney Sweeney is 100% a honeypot — for Israel.
Allegedly. 😏 https://t.co/D183LoznJa— James Li (@5149jamesli) October 3, 2026
Commentators have pointed to her association with music executive Scooter Braun, who was honored by the Anti-Defamation League in August 2025 for his efforts in bringing the Nova Music Festival Exhibition to the U.S. They also referenced her meeting in January with Noa Argamani and Avinatan Or, who were kidnapped during the October 7, 2023 attack and later freed.
The advocacy group StandWithUs shared a photo of the meeting. According to Jewish Insider, Braun became friends with Argamani after her rescue in June 2024, and Or was released in October 2025.
James Li has emerged as one of the most vocal proponents of this theory. On his show ’51/49,’ he compiled what he termed coincidences, including the song choice, Fortinsky’s writings about his time in Israel, the adaptation of ‘Euphoria’ from an Israeli series, and rumors about a synagogue visit.
While the sample is indeed real, there is no indication it was intended as a message. Italian outlet Setteottobre noted that there has been no official statement from the company linking the song choice to Israel, and the track has been widely utilized in American music and advertising for a decade.
International Business Times reported that there is no verified evidence connecting Sweeney to Israeli intelligence and that no credible investigation has suggested the campaign is an influence operation. It emphasized that her personal, professional, and social connections do not constitute evidence of espionage.
From a commercial perspective, Fortune reported that Fortinsky indicated Sweeney approached Novig because she appreciated its sports-only focus and wanted to be a shareholder, rather than just a face for the brand. Essentially, the documentation reflects a business arrangement and a provocative advertisement, not a covert operation.
The online speculation has been further fueled by reports that Sweeney and Braun were spotted at a synagogue in Greenwich, Connecticut during Rosh Hashanah, leading some outlets to suggest she might be contemplating converting to Judaism.
However, there is no confirmation of this. Until Sweeney or Braun addresses these rumors publicly, they remain unverified, with every outlet covering them including the same disclaimer.
This episode illustrates how a viral advertisement can spiral into a whirlwind of speculation. Novig’s strategy was to generate attention, and Forbes described the brand as accepting a trade-off between goodwill and algorithm-driven reach.
The outcome was precisely that, with one theory after another emerging. A choice of soundtrack and a few publicized associations were sufficient to create a narrative about a real person that lacks credible support.
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