Actress Sydney Sweeney approached the sports prediction market company Novig about an equity partnership, leading to her recent viral advertisement. Novig CEO Jacob Fortinsky stated that Sweeney expressed discomfort with other prediction platforms that offered markets on topics such as her clothing choices, preferring Novig's focus on sports.
"She said, 'I'm uncomfortable with other platforms that have markets on what color underwear I'm going to wear,'" Fortinsky said in an interview with Front Office Sports. "There's something clean about sports."
Unlike prediction markets such as Kalshi and Polymarket, which allow wagering on a wide range of subjects including politics and natural disasters, Novig exclusively deals with sports contracts. Fortinsky noted Sweeney's ability to captivate audiences as a key factor in the collaboration.
The advertisement features Sweeney nude, strategically using sports props like footballs, a basketball, and a tennis racquet to cover her body for legal distribution. In one scene, while lying on a billiards table, she humorously remarks, "You can't trade this sport. I just look good here."
As a stakeholder in Novig, Sweeney is expected to participate in a responsible trading campaign, suggesting further collaborations. This partnership marks one of the more notable developments from prediction markets ahead of the NFL season. Other prediction markets have also recently engaged in prominent advertising, with Polymarket featuring LeBron James and Eli Manning, and Jake Paul's company Betr releasing a spoof ad that drew criticism from the creator of the show it parodied.