Novig releases second Sydney Sweeney ad, targeting political and event-based prediction markets

Sports prediction platform Novig has released a second advertisement featuring actress Sydney Sweeney. The 30-second spot, published on October 11, uses humor to criticize markets offered by competitors and underlines Novig's decision to restrict its trading products to sporting events.

In the commercial, Sweeney jokes about people building spreadsheets to predict personal details before turning to insider trading concerns, automated trading bots, and contracts tied to wars and political events. She does not name any rival, but the remarks appear aimed at prediction market operators that list contracts on political outcomes and world events. The ad forms part of a campaign that began in September, in which Novig positions itself as an alternative to broader prediction markets.

The first Sweeney ad drew criticism from several female athletes over its sexualized imagery. Australian Olympic swimming champion Ariarne Titmus, British sprinter Amy Hunt and American gymnast Gracie Kramer questioned whether the campaign reinforced stereotypes by emphasizing appearance over athletic achievement. Sweeney later posted photos of female athletes in magazine shoots, and the new ad suggests neither she nor the company intends to soften the tone.

The debate comes as prediction markets face closer scrutiny over suspicious trading. Kalshi is reportedly reviewing trades made before Katie Zacharia was named as President Donald Trump's choice for White House press secretary. In April, US authorities charged a soldier over alleged use of classified information to make more than $400,000 on Polymarket contracts linked to the operation targeting Venezuela's President Nicolas Maduro. These cases have fueled concerns that confidential information could be exploited in markets tied to real-world events.

Sweeney holds an equity stake in Novig, though the company has not disclosed its size. Chief executive Jacob Fortinsky said trading volume rose by almost 94% in the 20 days before and after the campaign's debut, although that period also covered the start of the NFL season.

Novig launched its sports-focused exchange nationwide on August 4, reporting $125 million in US trading volume in its first week according to earlier industry coverage. It displays percentage-based probabilities rather than traditional American odds. The company has also sued several states, arguing that federal regulation of prediction markets should exempt its sports contracts from state gambling laws.