Actress Sydney Sweeney initiated her recent advertising campaign and equity partnership with Novig, a sports prediction market, reportedly due to her unease with other platforms that create markets based on her personal life. The provocative advertisement, which features Sweeney nude while strategically covered by sports equipment, has rapidly gained national attention.
"She said, ‘I’m uncomfortable with other platforms that have markets on what color underwear I’m going to wear.’" Jacob Fortinsky, Novig CEO
According to Novig CEO Jacob Fortinsky, Sweeney directly contacted the company about forming an equity partnership. Fortinsky recounted Sweeney’s motivation during an interview with Front Office Sports. "She said, 'I’m uncomfortable with other platforms that have markets on what color underwear I’m going to wear,'" Fortinsky stated. Sweeney reportedly expressed a preference for the sports-focused nature of Novig, telling Fortinsky, "There's something clean about sports."
Novig differentiates itself from many rival prediction platforms by exclusively offering contract trading on sports events. In contrast, competitors such as Kalshi and Polymarket include markets tied to a broader range of events, including politics, natural disasters, and various aspects of celebrity personal lives. This distinction evidently appealed to Sweeney, who sought an alternative to platforms that allowed speculation on intimate details of her private existence.
The partnership extends beyond a typical endorsement deal. Fortinsky confirmed that Sweeney now holds an equity stake in Novig, a direct result of the partnership she initially proposed. This arrangement signifies a deeper commitment from the actress to the company. Fortinsky also indicated that Sweeney's involvement is expected to continue with a future campaign focused on responsible trading practices, suggesting a long-term relationship.
The advertisement itself opens with Sweeney holding two footballs, challenging viewers with the line, "Think you know sports? Prove it." As the commercial progresses, she appears in various sports-themed setups, using items like basketballs, shoulder pads, and a tennis racquet to maintain modesty while explaining Novig's offerings. One memorable sequence shows Sweeney on a billiards table, where she humorously notes, "You can’t trade this sport. I just look good here."
Fortinsky emphasized Sweeney's appeal as a partner, noting her ability to capture audience attention. "I think Sydney is great at captivating audiences and being the center of attention," he remarked. He added that the campaign "forces us into the national discourse," reflecting the company's strategy to increase its national recognition, particularly ahead of the NFL season. The New York Post highlighted this campaign as another high-profile commercial partnership for Sweeney, expanding her growing advertising portfolio.
The collaboration comes at a time when prediction markets are increasingly leveraging celebrity and athlete endorsements to stand out in a competitive landscape. Polymarket recently launched an advertising campaign featuring NBA superstar LeBron James and former NFL quarterback Eli Manning. Similarly, Betr, a prediction company associated with Jake Paul, produced an "Entourage"-themed spoof, which garnered criticism from the show's creator.
However, Sweeney's Novig campaign has distinguished itself not only through its provocative visual presentation but also by the revelation that the actress herself initiated the contact. Her stated concern was not with prediction markets generally, but specifically with platforms that enabled speculation on personal details, such as her clothing or private life. Novig's sports-only model presented a seemingly "cleaner" alternative, aligning with her stated preferences.
This proactive approach by Sweeney has transformed the partnership into one of Novig's most attention-grabbing promotional efforts to date. With her equity ownership and the anticipation of future campaigns, Sweeney's relationship with the prediction market appears poised to extend significantly beyond the viral advertisement that first brought their collaboration into the spotlight.
