Sydney Sweeney's Novig Ad Drives Sports Betting Startup Valuation to $2 Billion
Actress Sydney Sweeney's controversial Novig ad campaign helped drive the sports betting platform's valuation to $2 billion, delivering massive financial gains despite widespread athlete backlash.
Novig Valuation Soars to $2 Billion Following Sydney Sweeney Campaign
Despite severe criticism over her provocative advertising campaign for the sports betting platform Novig, actress Sydney Sweeney has seen a massive business windfall. According to reports in the United States, the sports prediction and betting market firm—in which Sweeney holds equity—has completed a funding round valuing the company at $2 billion. This represents a fourfold increase from its valuation of roughly $500 million earlier this year. The viral campaign starring Sweeney was cited as a major catalyst that skyrocketed brand exposure among American audiences.
The advertisement, released last month, featured Sweeney nearly nude while covering her body with footballs, basketballs, and other sports equipment. The campaign drew sharp reactions from female athletes, who argued that it objectifies women and undermines women's sports. One prominent critic was Olympic swimming champion Ariarne Titmus, who stated that the ad was a "slap in the face" to women in sports. British sprinter Amy Hunt also spoke out publicly against it, and additional athletes joined the protest.
Investor Interest and Sweeney's Active Role
However, the picture took an interesting turn as Novig managed to attract significant investor interest, with the majority of the money in the latest round coming from existing backers. At the same time, the company benefited from a surge in public awareness driven by Sweeney's campaign.
"Sweeney was heavily involved in creating the commercial and pushed for much of the visuals and messaging," said Novig CEO Jacob Fortinsky, noting that she approached the company herself and received stock ownership in return.
The financial implications are potentially substantial. While Sweeney's exact stake has not been disclosed, even a modest 0.5% holding would value her shares in the company at approximately $10 million, though this remains a theoretical calculation.
Ongoing Backlash and Social Media Impact
Alongside the commercial success, the campaign continued to generate friction. Sharon Stone, who has worked alongside Sweeney, urged her to "take responsibility" for the backlash, while Howard Stern defended her, calling the storm exaggerated.
On social media, the backlash was visible: reports indicate Sweeney lost more than 200,000 Instagram followers shortly after the campaign, though this represents a tiny fraction of her over 25 million followers. Ultimately, while the campaign sparked a massive controversy, Novig quickly reached a $2 billion valuation, making Sweeney one of its biggest financial beneficiaries.
