Sydney Sweeney Promotes Novig in Eye-Catching Campaign

Hollywood sensation Sydney Sweeney is the latest celebrity to endorse a prediction market after revealing a new deal with Novig.

The actress reveals more than just the sponsor deal in her two-minute Instagram video. In scenes designed to generate column inches, she is covered up by nothing more than two footballs. Just the thing as the NFL swings into action this week.

Novig is vying with Kalshi and Polymarket in a highly competitive prediction markets industry. And with Polymarket signing LeBron James this week, Novig is raising the stakes further.

‘Euphoria’ Star Bares All for Ad

In a statement, the ‘Euphoria’ star said the campaign was about “embracing a fun idea” intended to “cut through the noise”.

The focus, Sweeney said, was “entirely on sports”, though not all commentators were on board with that assessment.

“I can't help feeling like an old man when I think about how tacky this ad is," said one user, while one YouTube commenter added: “Men have taken over the advertising industry again.”

Politics Out, Sports In

There’s no question that sports trading and the new NFL season are the focus of the one-minute Novig ad. Sweeney is seen in various scenes covered by nothing more than footballs, dressed in hockey gear, or posing with a baseball bat.

“Think you know sports?” she asks in the YouTube video, before challenging Novig signups to prove it.

Though regulated by the CFTC, Novig eschews the financial and commodities trading that Kalshi and Polymarket offer. Novig is “built for sports fans”, and Sweeney’s campaign doesn’t shy away from highlighting that.

“Just sports. No betting on wars or deaths and no politics,” she adds, in a comment aimed squarely at Novig’s two big rivals.

Both Polymarket and Kalshi accept trades on everything from the US-Iran conflict to the winner of the midterms. However, Kalshi ended up in hot water in March for accepting trades on the timing of the death of Iranian leader Ayatollah Khamenei. The market was eventually canceled.

Prediction Markets & Sports Stars

The big prediction markets are doubling down on celebrity endorsements right now as they seek to expand their customer base.

NBA icon LeBron James announced a partnership with Polymarket last week. The X post has racked up over 20 million views so far. Meanwhile, Argentina legend Lionel Messi featured in Kalshi commercials during the summer World Cup.

Polymarket also unveiled Derek Jeter and director Spike Lee as part of its latest marketing campaign.

Another NBA legend, Giannis Antetokounmpo, revealed in February that he had become a Kalshi shareholder. “We all on Kalshi now,” he said.

Sports Prediction Markets Grow

With the NFL season upon us, prediction markets are taking position ready for the kickoff.

Both Polymarket and Kalshi have picked up new funding rounds and are recording record trading volume, helped by sports. The FIFA World Cup in the summer helped generate billions in trades on everything from outright winner to individual game predictions.

Regulatory challenges await Novig and their rivals, however. States with a vested interest in regulated sports betting are one by one challenging the way prediction markets accept sports trades.

Last week, Michigan banned Kalshi from offering sports contracts to customers in the state. While Kalshi can continue facilitating trades in commodities and politics, the NFL and the NBA are out. Novig may face similar headwinds, with or without Sydney Sweeney’s endorsement.