Sydney Sweeney Returns in Second Controversial Novig Ad

Sydney Sweeney is back for one more ad for sports prediction platform Novig, this time using humor to bash controversial markets offered by competitors. The 30-second commercial, which was released on October 11, also reinforces the company’s decision to limit its trading products to sporting events. Novig’s Second Sydney Sweeney Ad Challenges Political Betting In the latest spot, Sweeney wears Novig-branded underwear and uses footballs to cover her breasts. She starts by making jokes about people creating detailed spreadsheets to predict the color of her underwear. The ad then pivots to insider trading concerns, automated trading bots, and bets connected to wars and political events. This is at odds with Novig’s sports-centric approach, according to Sweeney. She does not name competing firms, but her comments appear aimed at operators of prediction markets that offer contracts on political outcomes and world events. The ad is part of a campaign that kicked off in September. Novig has marketed its platform as a replacement for broader prediction markets, touting sports contracts over trading opportunities involving politics or global crises. The first Sweeney commercial drew fire from some female athletes for its depiction of women in sports. Among those who objected to the sexualized imagery of the campaign was Australian Olympic swimming champion Ariarne Titmus. The ad’s portrayal of women also came under fire from British sprinter Amy Hunt and American gymnast Gracie Kramer. Their concerns were whether the campaign reinforced stereotypes by focusing more on physical appearance than athletic achievements. Sydney Sweeney’s Novig Deal Raises Questions Over Celebrity Betting Ads Later, Sweeney posted photos of female athletes being photographed for magazines with revealing shots. Her second Novig ad reveals that the actress and the company are not planning on retreating from the provocative tone of the campaign. However, the debate has raised questions over how gambling brands use celebrity endorsements and sporting imagery to lure customers. The new commercial comes as prediction markets have come under greater scrutiny over suspicious trading activity. Kalshi is reportedly reviewing trades placed before Katie Zacharia was announced as President Donald Trump’s choice as White House press secretary. Separately, in April, US authorities charged a soldier over alleged use of classified information to make more than $400,000 through Polymarket contracts linked to the operation targeting Venezuela’s President Nicolas Maduro. The cases have raised fears that those involved may be able to use confidential information in markets linked to real-world events. Sweeney’s role is more than just a typical endorsement deal. She has an equity stake in Novig, but the company has not said what percentage of ownership she owns. The arrangement gives her a stake in how the platform is doing financially. Novig has released the results of its first advertisement, and the results are positive. Chief executive Jacob Fortinsky said trading volume rose by almost 94% in the 20 days before and after the campaign’s debut. However, the comparison period also included the beginning of the NFL season. The company launched its sports-focused exchange nationwide on August 4, with $125 million in US trading volume in its first week, according to earlier industry reporting. It has also ditched traditional American-style odds in favor of percentage-based probabilities. Novig’s expansion has not been without its legal troubles. The company has sued several states, claiming that the federal regulation of prediction markets should exempt its sports contracts from state gambling laws.