Sydney Sweeney has maintained a high public profile recently through a combination of bold marketing campaigns and significant personal developments. In early September, the actress appeared in a highly provocative advertising campaign for sports prediction market Novig, featuring a topless billboard in New York’s Times Square, partially obscured by strategically placed footballs and basketballs. The campaign drew criticism from female athletes who found the imagery objectifying. Around the same time, Sweeney also launched a new lingerie collection from her brand SYRN titled “Birthday Boobs,” coinciding with her 29th birthday on September 12. Earlier that month, she was seen wearing a sheer gown representing Armani Beauty at an event in Venice.
Beyond her public endorsements, Sweeney’s professional and personal life has prompted industry speculation about the influence of her relationship with music executive Scooter Braun, who is 16 years her senior. Sources close to the couple suggest that Braun plays a significant role in guiding her career decisions and has been actively involved in negotiating opportunities on her behalf.
Braun reportedly viewed Sweeney’s lead role in the film “Christy”—where she gained more than 30 pounds to portray boxer Christy Martin—as a potential breakthrough performance, drawing comparisons to acclaimed roles by Charlize Theron and Margot Robbie. However, the film failed to make a commercial impact, earning approximately $2.3 million worldwide against a budget estimated at $15 million, and did not generate award recognition for Sweeney.
Industry tensions have surfaced regarding Braun’s involvement in Sweeney’s career management. Reports indicate that in January, as Sweeney sought new representation following the departure of her former manager Jennifer Millar to Brillstein, WME chairman Ari Emanuel purportedly advised her to end her professional ties with Braun. Emanuel has publicly denied making such a suggestion. Ultimately, Sweeney signed with the Creative Artists Agency (CAA) in early September, where she is now represented by Carrie Gordon of the Lede Company.
Additional reports have noted Braun’s direct engagement in facilitating Sweeney’s representation, including arranging a dinner meeting with CAA executive Kevin Huvane. Braun, known for managing high-profile artists like Justin Bieber and Ariana Grande, appears to have positioned himself as a key figure in Sweeney’s evolving career landscape.
As Sweeney navigates this period of heightened visibility and restructuring, questions remain about the extent of Braun’s influence and how this dynamic will shape her professional trajectory moving forward.