TLDR
Novig's second Sydney Sweeney ad works the criticism of the first spot into its script. Mediaweek, citing AdAge, reported strong sign-up figures we couldn't verify. Australians see the ads, but the ACMA has had Polymarket blocked under the Interactive Gambling Act.
KEY TAKEAWAYS
Sydney Sweeney's second ad for the sports prediction app Novig answers the criticism of her first one by reading it out, joke by joke, before ending on the line "Novig is just sports."[1]
In the 30-second spot, which Sweeney shared on Instagram, she walks onto a studio set and jokes about betting on her underwear colour, insider trading on dictators' deaths, bot manipulation and wagering retirement savings on a war. It closes with her holding two footballs over her chest.[1]
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The first ad, released on 9 September, showed Sweeney naked atop a basketball hoop, covered by sports gear, telling viewers there would be no betting on wars, deaths or politics. KUTV read the line as a dig at rivals Polymarket and Kalshi.[2]
That campaign drew criticism for sexualising women and their sporting achievements, and athletes responded by posting their medals and trophies, Mediaweek reported.[1]
"We have enormous respect for female athletes and the continued growth of women's sports," Novig co-founder and chief executive Jacob Fortinsky told AdAge.[1]
Sweeney owns part of it
Sweeney is a strategic partner and equity holder in Novig, not just a hired face, KUTV reported, citing Variety. She said the campaign was about embracing "a fun idea".[2]
Mediaweek, citing AdAge, reported that trading volume tripled after the launch, first-time depositors rose 361.8% and app downloads rose 260.9%. Prompt the Market hasn't been able to check those figures against Novig's own data.[1]
Novig won designation as a Designated Contract Market from the US Commodity Futures Trading Commission on 16 June, which it said lets it operate across all 50 US states.[3]
Seen here, not sold here
The ads reach Australian Instagram feeds, but prediction markets have a hard time here. The Australian Communications and Media Authority has had internet providers block Polymarket, finding it was operating in breach of the Interactive Gambling Act 2001.[4]
Novig's announcements mention only the US market.[3]
SOURCES & CITATIONS
- Mediaweek: Sydney Sweeney and Novig score again in second raunchy ad instalment (11 October 2026)
- KUTV/The National Desk: Sydney Sweeney strips down for racy ad campaign for sports trading app (9 September 2026)
- Novig: CFTC designation, PR Newswire (16 June 2026)
- ACMA: Latest illegal online gambling websites blocked
FREQUENTLY ASKED QUESTIONS
What does the second Novig ad do differently from the first?
Can Australians use Novig?
What is Sydney Sweeney's role in the campaign?
Xaviery Malinao writes for Prompt the Market on how brands and agencies are adapting to answer engines, drawing on Bushnote's work with clients across search, AI search and content.
Important
This article discusses a financial product (prediction market). The performance figures cited (361.8% depositor growth, 260.9% download growth) are unverified claims attributed to third-party sources and have not been independently confirmed by Prompt the Market. This is general information only and does not constitute financial advice. Prediction market Polymarket has been blocked in Australia under the Interactive Gambling Act 2001.
