Trading Volume Rose Nearly 94% Around Novig’s Sweeney Campaign

Novig's "Just Sports" campaign, featuring actress Sydney Sweeney, led to a significant surge in trading activity. In the 20 days before and after the campaign, trading volume rose nearly 94% and the number of first-time depositors surged more than 218%. The campaign began on September 9, coinciding with the NFL season's start, which may have contributed to the heightened activity.

Novig's growth continued beyond the campaign period, with active users increasing by 96% month-over-month and 260% year-over-year in September. App downloads also grew by over 187%. The campaign positioned Novig as a sports-focused platform, and it reportedly attracted the interest of actress Sydney Sweeney, who is investing in the company.

Despite backlash from some female athletes, the company's founder stated that the ad aimed to explain Novig's offerings rather than to represent female athletes. Novig's unique operating choices, such as its focus on sports event contracts and age restriction, distinguish it from competitors Kalshi and Polymarket U.S. The company has also pursued partnerships, such as with the New York Mets, to boost its brand.

While these figures indicate a rapid increase in activity, they do not yet show whether this attention will lead to sustained usage. Novig is currently raising funding at a $2 billion valuation, having previously secured a $75 million Series B investment at a $500 million valuation.