Sydney Sweeney’s Novig Ad Sparks Controversy and Boosts Company Valuation

MIAMI — October 5, 2026

Sydney Sweeney’s latest advertisement for the sports betting platform Novig has generated significant controversy, particularly among female athletes, while concurrently propelling the company’s valuation to an impressive $2 billion shortly after the ad’s release.

The ad, which features Sweeney donning various sports equipment while promoting Novig’s betting services, has amassed millions of views across multiple platforms since its debut. However, it has also faced criticism from athletes who argue that it undermines the progress made in women’s sports. Despite the backlash, Sweeney appears unfazed, having previously defended her decision to participate in the campaign.

Novig, which was valued at approximately $500 million prior to the ad’s launch, has seen its valuation more than triple in a matter of weeks, largely attributed to the viral nature of Sweeney’s promotional efforts. The company secured new funding that significantly boosted its market standing, illustrating the potent intersection of celebrity influence and market dynamics.

Jacob Fortinsky, CEO of Novig, addressed the backlash during a recent interview, stating that the company did not intend to offend female athletes and emphasized their support for women’s sports. He noted, “As a company, we’re hugely supportive of women’s sports. I think it’s a huge component of our platform. We never intended to portray female sports. Sydney’s an actress. We’re a prediction market that is focused on sports, and that was the story she was communicating.” This statement reflects the company’s position amidst the ongoing criticism.

The ad’s content, which some perceive as provocative, has drawn comparisons to previous controversies surrounding Sweeney’s advertising campaigns, suggesting a pattern of public scrutiny that the actress has faced throughout her career. Fortinsky acknowledged that the negative sentiment towards Sweeney predates her collaboration with Novig, indicating that the backlash may be rooted in broader public perceptions of her as a celebrity.

This development is particularly noteworthy as it highlights the complex relationship between celebrity endorsements and public sentiment, especially in the context of women’s sports. The significant increase in Novig’s valuation raises questions about the effectiveness of controversial marketing strategies and their potential to drive financial success, regardless of public opinion.

Looking ahead, Novig’s trajectory will be closely monitored as it navigates the fallout from the ad. The company may need to engage in strategic public relations efforts to address the concerns raised by female athletes and ensure that its brand aligns with the values of inclusivity and support for women’s sports. Additionally, the ongoing discourse surrounding the ad could influence future marketing strategies within the sports betting industry.

Source: CinemaBlend