Sydney Sweeney joins Novig as partner and equity holder

Actress Sydney Sweeney has joined the sports prediction market Novig as a strategic partner and equity holder. The partnership was highlighted by the launch of the “Just Sports” advertising campaign, which features Sweeney in provocative imagery using sports equipment to represent the platform’s focus on sports-only trading.

Novig CEO Jacob Fortinsky stated that Sweeney approached the company to pursue an equity-based partnership. The platform distinguishes itself from competitors like Polymarket and Kalshi by maintaining a strict 21+ age requirement and excluding markets related to politics, war, or death.

The campaign has generated significant public debate. While some viewers praised the marketing as effective and bold, others criticized the advertisements for being overly sexualized and inappropriate for a platform associated with sports. The content has drawn mixed reactions across social media platforms, including X and Instagram.