Image Source: CNBC
Sydney Sweeney has helped turn a young prediction market company into one of the industry’s fastest-growing names. Novig says its trading activity and customer sign-ups surged after the actress appeared in the company’s provocative “Just Sports” advertising campaign.
Novig co-founder Jacob Fortinsky told CNBC that trading volume increased by nearly 94% during the 20-day period before and after the campaign launched in early September. The company also reported that first-time depositors jumped more than 218% over the same comparison period.
Sydney Sweeney Campaign Delivers a Powerful Growth Boost
The advertisement debuted on Sept. 9, shortly after Novig launched as a federally regulated prediction market offering sports event contracts. In the campaign, Sweeney explains that Novig focuses on sports rather than contracts connected to wars, deaths or political outcomes.
That positioning appears to have resonated with the actress. Fortinsky said Sweeney approached Novig about taking an equity stake because she supported the company’s decision to concentrate on sports. Novig has not disclosed the size of any potential stake held by the star.
The marketing push arrived as the NFL season was getting underway, giving Novig two major drivers of attention: a recognizable entertainment personality and renewed interest in professional sports. Fortinsky said the company did not expect the campaign and the football season to generate such a significant increase in activity.
- Trading volume rose nearly 94% around the campaign launch.
- First-time depositors increased by more than 218%.
- Monthly active users climbed 96% in September.
- Year-over-year active users grew 260%.
- App downloads jumped more than 187%.
Provocative Advertising Triggers Backlash
The campaign’s success was accompanied by criticism. Some female athletes argued that the way Sweeney delivered Novig’s message reinforced outdated ideas about women and undermined progress in sports.
Fortinsky said the advertisement was not intended to represent female athletes. Instead, he said, its purpose was to communicate what Novig offers and distinguish the platform from broader prediction-market competitors. He also said he respected the opinions expressed by critics and emphasized that Novig’s team supports women’s sports.
“Ultimately, I think we have nothing to apologize for and are very proud of the work that we did,” Fortinsky said, adding that the company was pleased with the campaign’s overall reception.
The debate highlights the risks of using provocative celebrity marketing in financial technology. A bold advertisement can create rapid awareness, but it can also invite scrutiny from customers, athletes and regulators. For Novig, the immediate business results suggest that the campaign succeeded in attracting attention, even as the controversy continues to shape public discussion.
Novig Takes an Aggressive Path in Prediction Markets
The Sweeney campaign is only one example of Novig’s willingness to move quickly. Shortly after launching, the company filed lawsuits involving multiple states, arguing that state governments cannot regulate its sports event contracts.
Novig also requires users to be at least 21 years old. That policy is stricter than the approach taken by Kalshi and Polymarket U.S., which allow users who are 18 or older. The higher age requirement could limit Novig’s potential audience, but Fortinsky said the decision reflects the company’s broader culture of taking significant risks while attempting to act responsibly.
“We have to be willing to take outsized risk relative to the size of the company,” Fortinsky said. “I think we will continue to embody that aggressive risk-taking culture.”
Funding Talks Put Novig in the Spotlight
Novig’s rising visibility comes as the company seeks additional capital. The Wall Street Journal reported that Novig is raising funds at a valuation of $2 billion, a dramatic increase from its earlier financing milestone.
In February, the company raised $75 million in a Series B round that valued Novig at approximately $500 million, according to reports cited by CNBC. Novig has not commented on the amount it plans to raise in the new round or identified the participating investors.
The proposed valuation reflects growing interest in sports prediction markets, an industry that is attracting attention from technology companies, financial firms and sports fans. It also places Novig in a direct competitive battle with established platforms such as Kalshi and Polymarket.
What Comes Next for Sydney Sweeney and Novig?
For Novig, the central challenge will be converting short-term publicity into long-term engagement. Celebrity campaigns can generate downloads and deposits, but sustained growth depends on user trust, reliable markets, regulatory clarity and a compelling product experience.
Sweeney’s involvement gives Novig an unusual advantage in a crowded market. However, the backlash also shows how quickly promotional choices can become part of a wider cultural conversation. The company’s future growth may depend on whether it can maintain its sports-focused identity while responding to concerns about advertising and market regulation.
Frequently Asked Questions
What did Sydney Sweeney promote?
Sydney Sweeney starred in Novig’s “Just Sports” campaign, which promoted the company’s sports-focused prediction market and its decision not to offer contracts involving politics, wars or deaths.
How much did Novig’s trading volume increase?
Novig reported that trading volume rose nearly 94% during the 20 days before and after the campaign launched in September.
Why did the advertisement receive criticism?
Some female athletes argued that the campaign’s presentation of Sweeney’s message could harm progress in how women and women’s sports are perceived.
How much is Novig reportedly worth?
The Wall Street Journal reported that Novig is raising funding at a $2 billion valuation. The company previously raised $75 million in a Series B round at a valuation of about $500 million.
