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Novig news
Archived — this story has rotated out of today’s deck. It is kept here in full.
The gist
Novig released a Sydney Sweeney campaign ad on Sep 9, 2026, giving her equity.
The ad drew praise and backlash, and Novig agreed to NFL market limits.
Background
Novig is a prediction-market platform that launched a brand campaign starring Sydney Sweeney ahead of the football season kickoff. The ad, part of a wave of celebrity-fronted prediction-market commercials this week, generated online buzz and later backlash. Novig also moved to comply with an NFL request to restrict certain markets before the season opener.
How it unfolded
- Sep 9, 2026Novig released a brand campaign starring Sydney Sweeney ahead of the football season kickoff; the ad showed Sweeney nude while posing with sports equipment.
- Sep 9, 2026Novig said it was complying with an NFL request to prohibit certain prediction markets ahead of the Patriots-Seahawks season opener; CEO Jacob Fortinsky said Novig was in 'full agreement' with 'no exceptions' on markets the NFL deems easily manipulable, inherently objectionable, officiating-related, and knowable in advance.
- Sep 10, 2026After the ad went viral, Fortinsky told Front Office Sports that Sweeney approached Novig about the promo and received equity in the company.
- Sep 11, 2026Sweeney took 'a huge part' in developing the campaign, contributing to 'not only the creative process, but also the messaging,' Fortinsky told the WSJ; she is an equity holder and strategic partner, according to a press release.
- Sep 12, 2026The Novig ad met with backlash on social media, with viewers calling it 'disgusting' and 'inappropriate' in Instagram comments.
Who’s saying what
- Support
- Some social media users called the ad one of the greatest sports betting commercials ever made.
- Caution
- Other viewers called the ad 'disgusting' and 'inappropriate' in Instagram comments.
- Official
- Novig CEO Jacob Fortinsky said the company is in 'full agreement' with 'no exceptions' on markets the NFL deems easily manipulable, inherently objectionable, officiating-related, and knowable in advance.
- Expert
- Sweeney described the 'Just Sports' campaign as 'a very simple and playful idea' aimed to 'really bring the concept of just sports to life,' and said it was a true collaboration.