Millions of views hit X and Instagram within hours after Novig released a racy Sydney Sweeney ad on Wednesday, sharply raising the profile of the sports-only prediction platform.
Sweeney is also now an equity holder in Novig, with CEO Jacob Fortinsky saying she helped shape the "No wars. No death. No politics. Just sports" message and was drawn to its narrower market focus.
Fortinsky defended the adult-content approach by arguing trading is for adults and noting Novig requires users to be 21 or older, unlike Kalshi and Polymarket, which allow 18-year-olds.
More Sweeney spots are planned, including a responsible-trading ad, as Novig channels the bulk of its football-season marketing budget into celebrity promotion instead of costly league deals that have favored larger rivals.
The push comes as prediction-market platforms race for sports partnerships: Polymarket's MLB deal was reported worth up to $300 million over four years, while Novig has raised more than $100 million since 2021.
Behind the provocative ad, Sydney Sweeney holds equity in Novig; could this controversial gamble redefine celebrity business partnerships in regulated markets?
As prediction markets blur the line with gambling, will Novig’s highly sexualized, celebrity-driven strategy invite stricter federal advertising crackdowns?
Critics slam the campaign's sex appeal, but is the real controversy how peer-to-peer sports trading is quietly replacing traditional sportsbooks?