Sydney Sweeney's 'Soft Porn' Novig Commercial Coincides with Nearly 94% Rise in Trading Volume

Sydney Sweeney's controversial Novig commercial may have done exactly what the prediction-market company wanted: get people talking.

The actress' provocative 'Just Sports' campaign has been linked to a dramatic surge in activity at Novig, with the company reporting that trading volume increased by nearly 94% in the 20 days after the advert launched compared with the preceding 20 days.

First-time depositors reportedly jumped more than 218%, while app downloads increased by more than 187%. However, the figures do not prove that Sweeney's commercial alone caused the growth.

The campaign launched around the beginning of the NFL season, meaning the football calendar was another major factor driving interest in sports prediction markets.

Sydney Sweeney's Novig Ad Goes Viral

The 'Just Sports' campaign launched on 9 September and featured Sweeney appearing with little clothing while using sports equipment to strategically cover herself.

The advert repeatedly emphasised Novig's focus on sports, contrasting the platform with prediction markets that offer contracts relating to politics, wars and other non-sporting subjects.

Sweeney was not simply hired as a traditional celebrity spokesperson. She became a strategic partner and equity holder in Novig, with the company describing her involvement as part of its wider push to establish itself in the sports prediction market industry.

The Commercial Was Branded 'Soft Porn'

Public relations consultant Mark Borkowski described the advert as 'cynical soft porn' and said that the controversy could benefit Novig by drawing attention to it.

The campaign quickly attracted controversy, particularly from female athletes who argued that its presentation of Sweeney sexualised women while promoting a company positioned around sports.

Olympic swimmer Ariarne Titmus and British sprinter Amy Hunt were among the athletes who criticised the commercial, arguing that it undermined the seriousness and achievements of women in sport.

Despite the criticism, the controversy generated enormous attention for Novig. The company effectively turned an advertisement into a major cultural talking point, with Sweeney's celebrity status bringing the brand far beyond the traditional prediction-market audience.

Novig's Trading Volume Rose Nearly 94%

Novig co-founder Jacob Fortinsky said trading volume rose nearly 94% across the 20-day comparison surrounding the campaign.

The company also reported that first-time depositors increased by more than 218% and app downloads climbed by more than 187%. September active users were reportedly up 96% from August and 260% compared with the same month a year earlier.

Those numbers make the campaign look like an extraordinary marketing success, although they should not automatically be interpreted as proof that Sweeney caused every increase.

The start of the NFL season happened at roughly the same time, creating a natural increase in interest in sports-related prediction markets.

Sweeney Has More Than a Celebrity Connection to Novig

Sweeney's relationship with Novig is also notable because she reportedly approached the company herself after being attracted to its sports-only model.

She ultimately became an equity partner rather than simply receiving a conventional endorsement deal. Novig has not disclosed the size of her stake.

The actress' involvement means the campaign's success could potentially benefit her financially as the company grows.

Novig was valued at $500 million following an earlier funding round, but a new financing round has reportedly pushed its valuation to $2 billion — a fourfold increase.

Did the Controversy Actually Help Novig?

The numbers suggest that the campaign succeeded at generating attention and bringing new users to the platform, even as it faced criticism.

Whether those users remain active is a different question. A surge in downloads, deposits and trading volume immediately following a viral advertisement does not necessarily translate into long-term customer loyalty.

Still, for a young company trying to establish itself in a crowded prediction-market industry, Sweeney's campaign appears to have delivered something money cannot easily buy: widespread recognition.

The commercial may have been controversial enough to spark accusations of 'soft porn', but the resulting attention appears to have given Novig a substantial boost at precisely the moment it was trying to break into the mainstream.