Sydney Sweeney nude ad fuels controversy and surge for Novig betting platform

Novig, a prediction-market site aimed at sports betting, launched a short video ad featuring actress Sydney Sweeney in a nude setting, which quickly generated a wave of criticism focused on the star’s role. Despite the backlash, the exposure propelled Novig to the rank of the third-most-searched prediction market, trailing only Polymarket and Kalshi. The platform was created in 2021 by Harvard undergraduates Jacob Fortinsky and Kelechi Ukah, who designed it as a peer-to-peer betting arena where participants wager with “game money” earned through purchases or promotions, later redeemable for U.S. dollars upon winning.

By avoiding traditional bookmaker structures, Novig aims to attract users who prefer betting against each other. The firm now hopes the heightened attention will translate into lasting user growth.