Novig launched its first nationwide brand advertisement, "Just Sports," on Sept. 9, putting Sydney Sweeney at the center of a nearly one-minute campaign built around sports equipment and a running double meaning on "balls."
The company said Sweeney is not only fronting the campaign. She has also become an equity holder in Novig and is working with the company as a strategic partner, with involvement in the ad’s creative development.
The campaign keeps its focus on "Just Sports"
At the start of the ad, Sweeney tells viewers, "Think you know sports? Prove it." The spot then moves through a series of sports props, including a football, basketball, tennis ball, baseball, soccer ball, and billiards equipment, while staying tightly centered on the "Just Sports" theme.
Sweeney said the idea behind the project was to use a simple and playful concept to cut through noise, bring attention back to sports, and present that message with confidence, humor, and a sense of fun.
Jacob Fortinsky said she first came in as an investor
Novig CEO Jacob Fortinsky said Sweeney initially approached the company as an investor because she was personally interested in prediction markets. From there, she became a strategic partner, joined the campaign’s creative process, and took the lead role in what the company described as its first major brand campaign.
Novig is taking a sports-only route
Novig’s strategy stands apart from the direction taken by Kalshi and Polymarket. Those platforms have been broadening prediction markets into venues where users can trade on elections, Federal Reserve decisions, war, technology, entertainment, and sports. Novig, by contrast, is focusing on a single vertical: sports.
The company said every feature, market, and product decision on the platform is designed for sports traders. After receiving designated contract market, or DCM, status from the U.S. Commodity Futures Trading Commission in August, Novig said it launched its service nationwide under a federal regulatory framework and continues to enforce a minimum user age of 21.
Novig also drew a contrast with traditional sportsbook operators. It describes its model as peer-to-peer, allowing traders to take positions against one another on sports outcomes rather than betting directly against a bookmaker. The company framed its main selling points as "no hidden vig" and no restrictions on users for continued profitability.
$75 million Series B and a $500 million valuation
Novig said its recent push has also been supported by fresh capital. In February, the company announced a $75 million Series B led by crypto venture firm Pantera Capital, with participation from Multicoin Capital, Makers Fund, Edge Equity, and existing investors Forerunner, NFX, and Perceptive Ventures. That brought Novig’s total funding to more than $105 million and set its valuation at $500 million.
The company also said platform trading volume in 2025 grew more than 10x, reaching an annualized $4 billion.
Partnership with the New York Mets
In July, Novig added another sports asset to its expansion plans by signing a multiyear agreement with MLB’s New York Mets. Under the deal, Novig became the team’s exclusive official prediction market partner, with branding set to appear on signage at Citi Field, in broadcasts, and in digital content.