Euphoria star Sydney Sweeney is reportedly engaged to businessman and music executive Scooter Braun. The engagement news follows a year-long romance, coming shortly after Sweeney moved into Braun’s residence.

While celebrating her 29th birthday on September 12, Scooter Braun shared a public tribute on social media, writing: "Happy birthday to the woman who is the exception to every rule... I love you".

Who Is Sydney Sweeney’s Rumoured Fiance Scooter Braun?

Scooter Braun (born Scott Samuel Braun) is a prominent American media proprietor, music executive, and investor best known for discovering Justin Bieber on YouTube in 2008 and building a powerhouse talent management empire through his company, SB Projects.
 
Over his multi-decade career, Braun managed some of the biggest names in the global music industry, including Ariana Grande, Demi Lovato, Kanye West, and J Balvin.
 
He became a central figure in pop culture headlines following his 2019 acquisition of Big Machine Label Group, which included the master recordings of Taylor Swift's first six studio albums, a high-profile dispute that ultimately led Swift to re-record her music catalog.
 
Transitioning away from day-to-day talent management, Braun stepped into the role of CEO at HYBE America, the U.S. arm of the South Korean entertainment giant behind BTS, before retiring from music management altogether in mid-2024 to focus on his venture capital investments, philanthropy, and family.
 
Prior to his reported engagement to Euphoria actress Sydney Sweeney, the 45-year-old mogul was married to Canadian businesswoman Yael Cohen from 2014 to 2022, with whom he shares three children.
 

Sydney Sweeney Novig Sports Ad Controversy

The engagement news coincides with widespread public scrutiny over Sweeney's brand campaign for the sports prediction app Novig.

The advertisement features Sweeney posing with sports gearmincluding basketballs, tennis rackets, and footballs used to cover her body.

High-profile sports figures criticised the campaign for sexualising women's sports imagery.

Olympic gold medalist swimmer Ariarne Titmus wrote: "How do we live in a world where monetising a woman's body and sexualizing women's sport is still a thing?"

British sprinter Amy Hunt addressed the ad publicly, stating: "Sydney Sweeney, this is what women in sport look like: muscles, hard work, sweat, blood, tears".

Professional tennis player Priscilla Hon commented: "Sport should teach young women that their bodies are about what they can DO, rather than how they look".

Sydney Sweeney's Response To The Sports Ad Controversy

Sydney Sweeney defended the campaign as "playful" and focused on sports. She later posted archival images of female athletes from ESPN’s The Body Issue on Instagram, suggesting nude shoots in sports marketing are not unprecedented, a comparison that drew further media commentary regarding context differences.

FAQs

Q1: How long have Sydney Sweeney and Scooter Braun been dating?

A: The couple were first publicly linked in 2025 after attending Jeff Bezos and Lauren Sánchez's wedding.

Q2: What is the Novig ad controversy about?

A: Critics and female athletes called out the campaign for using provocative sports imagery to market a prediction platform rather than highlighting athletic performance