Why Sydney Sweeney Is the Big Winner of the Novig Ad Backlash
Interest in the 29-year-old actress has once again been piqued by a controversial advertising campaign.
Sydney Sweeney's latest ad controversy is poised to be a significant financial win for the actress and her company, Novig. The 29-year-old Euphoria star appears to be pioneering marketing stunts that spark controversy and public interest. Since the launch of Novig, a sports-focused prediction market, in 2021, the company has grown to a $500 million valuation.
Sweeney now holds an unspecified equity stake in the business. The recent seminude, polysport ad featuring Sweeney is drawing backlash, but it could also be leveraging controversy to boost brand awareness. Some real female athletes have expressed irritation at the campaign's casting and tagline. However, the public reaction has been largely driven by the controversy rather than the product itself.
Novig, now ranking 11th on the App Store sports app rankings, has seen a significant spike in searches, more than double that of its competitors Kalshi and Polymarket. Sweeney's involvement in Novig has positioned her to potentially profit from the buzz generated by the campaign.
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