Sydney Sweeney releases toned-down Novig ad promoting responsible sports trading

NEW YORK — In the first phase of her partnership with the sports trading app Novig, Sydney Sweeney appeared nude atop a basketball hoop and used footballs and hockey gear to cover her body. In a follow-up advertisement released on September 9, 2026, the imagery shifted to a public-service tone as Sweeney delivered a message about "taking a time out" and "setting a limit" for responsible trading. The pivot from shock value to regulatory caution reflects the precarious position of the prediction market industry. While the "Just Sports" campaign sought to differentiate Novig from competitors by explicitly banning trades on politics, wars, or deaths, the company is currently embroiled in a series of preemptive lawsuits against state enforcement agencies.

From Viral Nudity to Responsible Trading

The initial Novig campaign, filmed in Australia while Sweeney was producing and acting in Netflix's live-action Gundam movie, used a visual gag to mirror the app's "just sports" philosophy. According to TMZ, the imagery included Sweeney bent over with a basketball on her back and using a baseball bat and hockey stick to cover her nipples. Sweeney described the intent as a way to cut through the noise and put the focus entirely on athletics. However, the subsequent September 9 spot uploaded to Novig's YouTube channel abandoned the "birthday suit" approach. In this shorter version, Sweeney states, Trading on sports takes balls. You know what else does? Taking a time out. Setting a limit. This shift occurs as the platform attempts to navigate a complex regulatory environment. Novig launched nationwide on August 4 under what it describes as a federally regulated framework, requiring users to be at least 21 years old.

Equity Stakes and Creative Control

Unlike traditional celebrity endorsements, Sweeney’s role at Novig is that of an investor. According to reporting from FandomWire, Sweeney was involved in creative conversations from the beginning of the project. This aligns with her expanding trajectory as a producer, having already produced Anyone But You and The Housemaid. Sweeney has previously used "stop the scroll" tactics in her marketing. A year prior, she fronted an American Eagle campaign featuring the tagline Sydney Sweeney Has Great Jeans, which sparked a culture-war debate over the use of the word "genes" and associations with eugenics. While American Eagle reported the campaign helped acquire more than 700,000 customers, the controversy established a pattern of provocative promotional work that includes her lingerie brand, Syrn. For the Novig campaign, Sweeney cited her personal history with athletics — including soccer, softball, MMA, and slalom skiing, as a reason for her interest in the platform.

Industry Performance and Legal Instability

While the marketing focuses on a "playful edge," the underlying business is facing significant legal headwinds. Novig has filed preemptive lawsuits against four state enforcement agencies within its first week of launch, adding a fifth lawsuit in Wisconsin in mid-August. The platform has seen aggressive growth in volume, outperforming several other prediction market operators.

Platform	Average Daily Volume (Week ending Aug 23)
Novig	$23.3 million
Rothera	$18 million
Underdog	$16 million
ProphetX	$5.8 million
CME Group	$3.3 million
Gemini	$1.4 million
DKeX (DraftKings)	$1.1 million

According to Covers, the company previously operated as a state-licensed sports betting app before adopting a sweepstakes model and eventually pivoting to prediction markets.

Competing Market Philosophies

The central tension of the "Just Sports" strategy is a direct jab at the broader prediction market industry. By excluding politics and "wars or deaths," Novig attempts to avoid the scrutiny faced by platforms like Polymarket and Kalshi. CEO Jacob Fortinsky stated that sports fans deserve a market built specifically for them, positioning the app as a dedicated experience rather than a general-purpose betting tool. Despite this narrow focus, the legal status of such platforms remains unsettled. Novig is currently legal in every U.S. State except Arizona, Michigan, and Nevada.

Frequently Asked Questions

What is the difference between Novig and other prediction markets?

Unlike platforms that allow trading on political elections or global events, Novig restricts its markets exclusively to sports.

Related Instagram post

Is Sydney Sweeney a paid actress for Novig?

No, she is a strategic partner and equity holder who contributed to the creative direction of the advertisements.

Where is Novig currently unavailable?

The platform is not legal in Arizona, Michigan, or Nevada.

The conflict between prediction market operators and regulators continues to escalate. New Jersey Attorney General Jennifer Davenport has called on the U.S. Supreme Court to resolve the ongoing disagreements over how these markets should be regulated.

Strategic Growth and Market Expansion

Novig entered the market with a focus on aggressive customer acquisition, leveraging its first-mover advantage as the first prediction operator to partner with a Major League Baseball team, the New York Mets, in July. This move preceded similar MLB partnerships from competitors Kalshi and Polymarket. To further drive user growth, the platform introduced a promotional offer where new customers receive $25 in trading credits upon a minimum $10 deposit, according to Covers. The company's operational history shows a rapid evolution of its business model to suit the current regulatory climate:

• 2021: Debuted as a state-licensed sports betting app.
• Intermediate Phase: Adopted a sweepstakes model approach.
• August 4, 2026: Launched nationwide as a sports-focused prediction market.

This progression into prediction markets has coincided with Sweeney's own professional diversification. While managing her equity stake in Novig, she is expanding her production portfolio beyond Anyone But You and The Housemaid to include Christy, a project for which she underwent extensive physical training to portray boxer Christy Martin.

Upcoming Cinematic Slate

As Novig navigates its legal challenges, Sweeney is maintaining a high-profile film schedule. According to Yahoo, her upcoming projects include The Housemaid's Secret, a sequel to the adaptation that grossed $400 million worldwide, as well as StudioCanal's The Custom of the Country. The legal instability surrounding the app remains the primary unresolved trigger. With state officials and the Commodity Futures Trading Commission currently in disagreement, the next step depends on whether the U.S. Supreme Court acts on the request from New Jersey Attorney General Jennifer Davenport to resolve these regulatory conflicts.