Fledgling prediction market Novig has enlisted Sydney Sweeney as an equity partner and an endorser in a bid to win market share from traditional sportsbooks and rival platforms like Polymarket and Kalshi.
“No betting on wars, or deaths, and no politics,” the actress says in an ad. “Just you, your takes and sports.”
Sweeney illustrates the “just sports” pitch by wearing nothing but strategically placed sports gear.
The campaign comes as sportsbooks and prediction markets continue to jostle for position against one another and in the public mind. Kalshi has run ads in Washington, D.C., highlighting “rules” like “We don’t do death markets.”
Novig—whose name refers to “vigorish,” or the fee that traditional sportsbooks charge gamblers for each wager—had more modest marketing plans before Sweeney approached the company, according to co-founder and CEO Jacob Fortinsky.
