Novig Ad Sparks Backlash
Novig CEO Jacob Fortinsky defends controversial Sydney Sweeney advertisement amid fierce backlash from female athletes.
Anonymous
Key Points
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The commercial explicitly contrasts Novig’s sports-only market with categories such as politics and wars, presenting the company as focused exclusively on sports-related predictions.
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Fortinsky said the campaign was intended to close Novig’s brand-awareness gap with prediction-market leaders Kalshi and Polymarket and to make the company a household name ahead of football season.
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Novig reported that the ad received more than 12 million views on X and over 47 million on Instagram—about 400 times the reach of the company’s previous video post on Instagram.
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Novig formally launched in August, and Fortinsky claimed its reported $1 billion in cumulative volume represented the fastest start of any prediction market in history.
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Among the athletes criticizing the campaign were British sprinter Amy Hunt, Australian water-polo player Tilly Kearns and former UCLA gymnast Gracie Kramer; Hunt wrote after a 200-meter final, “This is what women’s sport looks like.”
Novig CEO Jacob Fortinsky defended the company's provocative sports-betting ad featuring actress Sydney Sweeney in minimal clothing, saying Sweeney herself drove the campaign's visuals and messaging. Mandatory reports that Fortinsky framed the advertisement as a necessary attention-grabber to build brand awareness ahead of football season, claiming it helped Novig surpass $1 billion in cumulative trading volume. The commercial sparked backlash from female athletes who said it sexualizes women and reduces their connection to sports to physical appearance.
The ad reached millions across social media—12 million views on X and 47 million on Instagram, roughly 400 times larger than Novig's previous posts. Times of India noted that WNBA star Sophie Cunningham called the campaign "unauthentic" while questioning its relevance to sports betting itself. Sweeney, who approached Novig about the partnership and holds equity in the company, has not publicly responded to the athlete criticism.
A Campaign to Close the Brand-Awareness Gap
Fortinsky said Novig needed to stand out against established competitors Kalshi and Polymarket. The startup, which launched in August, sought to become a household name before football season started. Mandatory reports Fortinsky defended the ad as an "attention-grabbing" strategy rather than a sexualized play. The company's previous Instagram posts had generated minimal engagement, making the bold approach seem necessary to leadership.
Athletes Condemn the Ad as Reductive to Women's Sports
Female competitors across multiple sports rejected the campaign's premise. British sprinter Amy Hunt wrote after a 200-meter final: "This is what women's sport looks like." Australian water-polo player Tilly Kearns and former UCLA gymnast Gracie Kramer also criticized the ad. Give Me Sport reports that WNBA star Sophie Cunningham joined the chorus, expressing confusion at the controversy given Sweeney's acting background.
Sweeney's Role and Novig's Fastest-Ever Launch
Sweeney reportedly approached Novig about the collaboration and holds equity in the company, giving her financial stake in the venture's success. Fortinsky claimed Novig's $1 billion in cumulative trading volume represented the fastest start in prediction-market history. Bollywood Shaadis notes the ad emphasized that Novig focuses exclusively on sports predictions, explicitly distancing itself from politics and wars betting markets.
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