Sydney Sweeney's New Ad for Sports-Only Prediction Market Novig Has Everyone Talking

Sydney Sweeney is officially an equity owner in Novig, a prediction market that sticks to sports and nothing else. She’s also the star of a new ad where she’s covered only by sports balls, and the tagline is about as direct as it gets: think you know sports, prove it. The strategy is intentional. Sweeney reportedly wanted Novig to stay away from political markets, which is exactly where competitors like Kalshi and Polymarket have built their audiences.

The ad didn’t land with everyone. Female athletes criticized the concept, and Sweeney responded by posting ESPN“Body”issue photos of athletes to her Instagram story. No statement, no apology, just the photos. Meanwhile, Novig’s CEO Jacob Fortinsky said the partnership helps push the company into the national conversation, and the numbers back him up: a $75 million funding round this year put the company at a $500 million valuation.

So the real question isn’t whether the ad worked. It’s whether a viral moment built on a celebrity’s image translates into long-term users for a gambling-adjacent app. Or is this just another case of a brand buying attention it can’t keep? Let us know what you think in the comments.