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Novig says trading volume rose nearly 94% and first-time depositors increased by more than 218% in the 20 days before and after its Sydney Sweeney campaign launched on September 9, 2026. The figures were shared by CEO Jacob Fortinsky with CNBC, according to an October 3 report reproducing that coverage. They are company-reported before-and-after figures—not an independent audit or proof that the campaign alone caused the increases.
What Novig reported after the campaign launched
Novig’s first national brand campaign featuring actor Sydney Sweeney debuted September 9, 2026. In figures CEO Jacob Fortinsky shared with CNBC, and which Democratic Voice USA reproduced in an October 3 report, trading volume was up nearly 94% and first-time depositors were up more than 218% across the 20 days before and after launch. The comparison spans those two windows; the published account does not establish that the ad caused the changes or independently verify the figures. Democratic Voice USA’s account is the available source for the CNBC-reported numbers.
Those figures came after Novig said it had exceeded $6 billion in cumulative trading volume by its nationwide launch in August 2026. That is a company-published milestone, not an independently audited figure. Novig’s August 4 nationwide launch announcement is the source of the claim.
What the “Just Sports” campaign was designed to say
Novig presented the campaign as a way to distinguish its sports-only prediction market from broader platforms. Sweeney was not only the face of the ads: Novig described her as a strategic partner and equity holder. In the company’s September 9 announcement, Sweeney said, “The concept is simple: cut through the noise and put the focus entirely on sports.” Fortinsky said, “Sports fans deserve a prediction market built specifically for them.”
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The company said the ads would appear in digital, social, and online video placements, as well as out-of-home advertising, during football season. Fortinsky later described Sweeney’s role in the creative process as substantial. Speaking at a Front Office Sports-sponsored panel, he said, “It was a very exciting process to work with her both on the commercial side as well as on the creative side. It really was Sydney who was driving a lot of the visuals and the messaging,” according to Front Office Sports’ September 15 report.
Why athletes criticized the creative
The campaign also prompted criticism that its imagery sexualized women in sport. The Associated Press reported comments by Australian swimmer Ariarne Titmus and British sprinter Amy Hunt. Titmus wrote on Instagram, “I can’t describe how infuriated I feel when I watch this.” Hunt said in a post-race interview after placing fourth in the 200 meters at the Ultimate Championship in Budapest, “Sydney Sweeney, this is what women in sport look like.” These are documented reactions from named athletes, not evidence of a universal response. The Associated Press reported on the criticism on September 14, 2026.
What Novig is—and how a trade works
Novig describes itself as a CFTC-regulated sports prediction market, not a conventional sportsbook. According to its help center, users buy and sell real-money event contracts tied to sports outcomes, with prices set by market participants. A contract can be sold before the event settles. At settlement, a winning contract pays $1 and a losing contract pays $0, so the customer’s outcome depends on the price paid and the eventual settlement value. Novig’s help center explains its event contracts and settlement.
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Who can use Novig
Novig’s published help materials say an account holder must be at least 21, complete identity verification, and be physically located in an eligible US jurisdiction while trading. The help center lists Arizona, Nevada, and Michigan as unavailable. These are Novig’s stated requirements and restrictions; eligibility rules can change, so check the company’s current terms and location rules before opening an account or attempting to trade. See Novig’s help center for current eligibility information.
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