Image Source: CNBC
Sydney Sweeney has helped turn a young prediction-market company into one of the most talked-about names in sports trading. Novig said its business surged after the actress appeared in its provocative “Just Sports” advertising campaign, which promoted the company’s focus on sports event contracts.
Novig co-founder Jacob Fortinsky told CNBC that trading volume increased by nearly 94% during the 20 days before and after the campaign launched in early September. The company also recorded a rise of more than 218% in first-time depositors during that period.
Sydney Sweeney Campaign Drives Explosive Novig Growth
The campaign was unveiled on September 9, shortly after Novig launched as a federally regulated prediction-market platform offering sports contracts nationwide. In the advertisement, Sweeney explained that Novig does not offer contracts tied to wars, deaths or politics, instead concentrating on sporting events.
That positioning reportedly appealed to Sweeney, who approached Novig about taking an equity stake in the company. Novig has not disclosed the size of the actress’s potential ownership interest. Her involvement gave the startup a high-profile celebrity connection as it competes with established platforms such as Kalshi and Polymarket.
Fortinsky said the company did not expect the advertisement, combined with the start of the NFL season, to generate such a sharp increase in activity. Novig reported that active users climbed 96% month over month and 260% year over year in September. App downloads also jumped by more than 187%.
- Trading volume rose nearly 94% around the campaign launch.
- First-time depositors increased by more than 218%.
- Monthly active users climbed 96%.
- Year-over-year active users rose 260%.
- App downloads increased more than 187% in September.
Provocative Ad Triggers Backlash From Female Athletes
The campaign’s success came alongside criticism. Some female athletes argued that the advertisement’s presentation of Sweeney undermined broader efforts to improve the perception and visibility of women in sports.
Fortinsky said the campaign was not intended to represent female athletes. Instead, he said, its purpose was to communicate what Novig offers and distinguish the company from prediction platforms that cover political or other non-sports events.
“Ultimately, I think we have nothing to apologize for and are very proud of the work that we did,” Fortinsky said, adding that Novig respected the opinions expressed about the campaign. He also said the company remains supportive of women’s sports.
The debate highlights the risks of celebrity-led marketing in the fast-growing prediction-market industry. A recognizable star can bring millions of impressions and new customers, but provocative creative choices can also create reputational challenges for a young financial technology company.
Novig Doubles Down on High-Risk Growth Strategy
The Sweeney campaign is not the first move to place Novig in the spotlight. Shortly after its launch, the company filed lawsuits involving several states, arguing that states cannot regulate its sports event contracts. The legal strategy reflects the unsettled regulatory environment surrounding event-based financial products.
Novig also limits platform access to users aged 21 and over. That threshold is higher than the minimum age used by Kalshi and Polymarket in the United States, which allow users over 18. Fortinsky acknowledged that the restriction could reduce potential revenue but said it reflects the company’s approach to risk and responsibility.
“We have to be willing to take outsized risk relative to the size of the company, doing that in a responsible way, of course,” Fortinsky said. “I think we will continue to embody that aggressive risk-taking culture.”
The company is now raising additional funding at a reported $2 billion valuation, according to The Wall Street Journal. That would represent a substantial increase from Novig’s earlier valuation. In February, the company raised a $75 million Series B round at a reported $500 million valuation.
Novig has not said how much it plans to raise in the latest round or identified the participating investors. Still, the sharp rise in users and deposits could strengthen its position as prediction markets attract greater attention from consumers, regulators and investors.
What the Surge Means for Prediction Markets
Novig’s results show how quickly a sports-focused platform can gain visibility when it combines major seasonal interest with a bold marketing campaign. The NFL season provided a natural boost, while Sweeney’s involvement helped the startup reach audiences beyond traditional finance and sports technology circles.
However, sustained growth will depend on more than downloads and publicity. Novig must retain users, manage regulatory disputes and convince customers that its event contracts offer a reliable alternative to conventional sports wagering. The backlash also demonstrates how advertising choices can influence public trust.
For now, Sydney Sweeney’s partnership has delivered the attention Novig needed. Whether that attention translates into lasting market share will become clearer as competition intensifies among U.S. prediction-market platforms.
Frequently Asked Questions
What is the Sydney Sweeney Novig campaign?
It is Novig’s “Just Sports” advertising campaign, featuring Sydney Sweeney and promoting the platform’s focus on sports event contracts rather than politics, wars or deaths.
How much did Novig’s trading volume increase?
Novig said trading volume climbed by nearly 94% during the 20 days before and after the campaign launched in September.
Did the advertisement face criticism?
Yes. Some female athletes criticized the campaign, arguing that its presentation of Sweeney could harm progress in how women are perceived in sports.
What is Novig’s reported valuation?
The Wall Street Journal reported that Novig is raising funding at a valuation of $2 billion. The company previously raised $75 million at a reported $500 million valuation.
