Sydney Sweeney models $162 underwear set from her lingerie line in racy snaps after cashing in on controversial nude advert as sports betting platform hits $2B valuation

Sydney Sweeney modelled a $162 (£122) underwear set from her lingerie line as she posed for racy snaps on Instagram.

The actress, 29, confidently promoted her brand just days after cashing in on her controversial nude advert for sports betting platform Novig.

Since getting her gear off for Novig's raunchy ad campaign, the company's valuation has ballooned from $500million to $2billion (£378M to £1.5B), according to the Wall Street Journal.

Sydney holds an equity stake in Novig, which she secured before stripping off for Novig's now viral 'Just Sports ad campaign. 

While her share is unknown, even just 1 per cent is now worth $20million (£15M). 

But her work doesn't stop there. Sydney is continuing to rake it in with her lingerie brand SYRN – which she launched in January.

On Saturday, Sydney showcased her incredible physique as she modelled the $64 (£48) Meet Me Halfway Plunge Bra in colour Babe from her lingerie collection.

She paired the racy look with $39 (£29) bottoms and a $59 (£44) pale pink cropped cardigan.

Sydney has since opened up about her mission for the brand – insisting she wanted to ensure every piece fits well and works on a 'beautiful range of body types'.

SYRN aims to rival Kim Kardashian's Skims and Rihanna's Savage x Fenty.

Launching the brand, the actress explained: 'The secret is finally out... this is lingerie you wear for YOU, no explanation, no apology. I wanted to create a place where women can move between all the different versions of who we are.’ 

Sydney was one of the decision makers behind the lucrative campaign, which saw her pose completely naked with nothing but sports equipment to protect her modesty. 

'It was a very exciting process to work with her both on the commercial side as well as on the creative side,' Novig CEO Jacob Fortinsky recently said.

'It really was Sydney who was driving a lot of the visuals and the messaging.'

Sydney echoed Fortinsky's comments, telling Complex: 'I've always believed that the best partnerships are the ones where everyone's getting to collaborate.'

She continued: '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.

'Being able to be a part of watching this company grow and not just be the face of it is really important to me.' 

Despite the racy ad campaign going viral, Sydney lost more than 200,000 Instagram followers after it launched.

It was slammed by many in the sports world, with several high-profile female athletes arguing that it made a mockery of women's sports.  

'When we're trying to provide role models for young people and young women in sport, we really want to show that it's about what your body can do, not so much what it looks like,' British sprinter Amy Hunt told Good Morning Britain.

Australian boxer Skye Nicolson posted at the time: 'Giving the ad campaign exactly what they wanted, but honestly these companies need to do better. Stop sexualising women in sport.' 

In the commercial, Sydney gets completely naked and uses a variety of sports equipment to cover herself.

'Think you know sports? Prove it. Novig is just sports,' she purrs.

Sitting naked on a basketball hoop, she continues: 'So they wanted a show? Just sports.'

Sydney, now wearing just shoulder pads and a football placed over her nether regions, adds: 'You can trade this sport. And this sport.'

'No betting on wars or deaths and no politics. Just you, your takes, and sports,' she later continues.

Novig is a prediction market app, similar to Polymarket and Kalshi, but it only allows users to make predictions on sports and nothing else.