Sydney Sweeney Releases Second Sultry Novig Commercial as Platform Valuation Quadruples
Sydney Sweeney released a second racy Novig ad on Instagram, repeating the provocative format while promoting its sports-only prediction market. The first spot drew criticism from female athletes for over-sexualization, which Sweeney countered with examples of athletes’ own revealing shoots. Novig’s valuation quadrupled to $2 billion afterward, with Sweeney taking equity.
SCCG Take — Novig’s valuation surge and Sweeney’s equity deal signal celebrity campaigns can deliver rapid investor appeal in prediction markets. Operators must still navigate the specific cultural pushback these tactics invite.
Actress Sydney Sweeney has released a new commercial for sports prediction market operator Novig. The spot maintains the provocative style of her first advertisement for the company last month. Sweeney posted the video to her Instagram account on Sunday.
Wearing Novig-branded underwear with footballs covering her cleavage, Sweeney contrasts the platform with unnamed competitors. “There are grown men making spreadsheets to bet on what color underwear I’m wearing… I mean, I’m flattered,” she says in the commercial. “There’s insider trading on dictators dying and armies of bots manipulating it all. There’s someone sitting in a bathroom stall betting their 401K on a war. And then, there are people who just trade on sports.” The Euphoria star underscores that Novig operates as a sports-only yes/no exchange.
Initial Ad Drew Criticism from Female Athletes
Sweeney’s first Novig commercial, which also featured scant clothing, drew rebukes from some female athletes. They argued the advertisement harmed women in sports by over-sexualizing them. Sweeney responded on social media with examples of female athletes appearing in ESPN The Magazine and the Sports Illustrated Swimsuit Issue wearing little clothing. Neither Novig nor Sweeney has stepped back from the approach. The campaign targets young men, a core audience for prediction market and sportsbook operators.
Valuation Hits $2 Billion Following First Commercial
Novig was already among the fastest-growing names in the prediction market industry before the initial Sweeney spot. Soon after that first commercial debuted, the company achieved a $2 billion valuation in a capital-raising round. That figure is quadruple the $500 million valuation recorded earlier this year. Sweeney requested equity rather than cash for her endorsement deal. Her ownership stake has not been disclosed. As reported by Casino.org News, the partnership shows no signs of slowing despite the public debate.
Reporting: Casino.org News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Gaming, betting and prediction markets — the desk’s read, every weekday.
Subscribe →