Sydney Sweeney's New Novig Ad Campaign Tackles Trading Fraud

Sydney Sweeney's second Novig ad targets political and bot trading as volume climbs

Sydney Sweeney's second advertisement for sports prediction platform Novig aired on 11 October, a 30-second spot in which the actress mocks political betting, insider trading, and automated bots while wearing Novig-branded underwear.

Sweeney holds an equity stake in Novig. The company reported trading volume rose nearly 94% following the first ad, released in September. The second spot does not name competitors but is aimed at platforms offering contracts on political outcomes and global events, which Novig has positioned itself against.

The campaign has drawn criticism from female athletes including Australian Olympic swimmer Ariarne Titmus, British sprinter Amy Hunt, and American gymnast Gracie Kramer, who objected to the sexualized imagery.

The ads arrive as scrutiny over prediction market conduct has sharpened. Kalshi is reviewing trades placed before Katie Zacharia was named White House press secretary. In April, US authorities charged a soldier with using classified information to profit on Polymarket contracts linked to a Venezuela operation.

Novig's campaign is a deliberate commercial argument: that sports-only contracts are cleaner than the broader prediction market model its competitors have built.

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Sebastian Montague

Prediction Markets Trader

Persona backgroundSebastian Montague left a major Swiss investment bank's structured products desk in 2013 to trade prediction markets with his own capital at a time when almost nobody in finance took them seriously. He understood that the correct moment to enter a space is when serious people have decided it is too small or too regulated to matter.