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Novig says its September 2026 “Just Sports” campaign featuring Sydney Sweeney coincided with a sharp increase in activity: CEO Jacob Fortinsky shared figures showing trading volume up nearly 94% and first-time depositors up more than 218% across the 20 days before and after launch. Those are company-reported before-and-after figures relayed in CNBC coverage, not an independently audited or controlled measure of the campaign’s effect.
What Novig says changed after the campaign
A report published by Democratic Voice USA on October 3, 2026, reproducing CNBC coverage, said Fortinsky shared two comparisons spanning the 20 days before and after the campaign launched:
| Measure | Reported change | Attribution and limits |
|---|---|---|
| Trading volume | Nearly 94% increase | Figures shared by Novig CEO Jacob Fortinsky with CNBC, as reproduced by Democratic Voice USA. Company-reported; not independently audited in the available account. |
| First-time depositors | More than 218% increase | Figures shared by Fortinsky with CNBC, as reproduced by Democratic Voice USA. Company-reported; not independently audited in the available account. |
The comparison covers periods on either side of the launch; it does not establish that the campaign alone caused the increases. The underlying CNBC article was not accessible in the account reproducing its reporting, and no independent campaign-performance study was identified. Novig had separately claimed more than $6 billion in cumulative trading volume by its nationwide launch in August 2026; that, too, is a company-published figure, not an independent audit.
What the “Just Sports” campaign was
Novig announced its first national brand campaign featuring Sweeney on September 9, 2026. The company presented “Just Sports” as an expression of its sports-only focus. It also described Sweeney as a strategic partner and equity holder. Novig said the ads would run across digital, social, online video, and out-of-home placements during football season.
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In the 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.” Later, speaking on a panel sponsored by Front Office Sports, Fortinsky described Sweeney’s creative role: “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.” Front Office Sports reported those remarks on September 15.
What Novig is—and how it differs from a sportsbook
Novig describes itself as a CFTC-regulated sports prediction market, not a 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 one pays $0; the trader’s result depends on the price paid and the eventual payout.
That structure means a contract’s market price can move before the result is known. It is not simply a fixed-odds wager placed with a bookmaker, although trading still involves real money and the possibility of loss. Novig’s regulatory description should not be read as meaning the service is available everywhere or that a user can trade without meeting its requirements.
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Who Novig says can trade
Novig’s help center states that account holders must be at least 21, complete identity verification, and be physically located in an eligible U.S. jurisdiction when trading. Its published list identifies Arizona, Nevada, and Michigan as unavailable. Eligibility rules and location coverage can change, so prospective users should check Novig’s current requirements before opening or using an account.
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The campaign’s sports-focused message was not the only response to its imagery. The Associated Press reported criticism from athletes who said the creative sexualized women in sport. Swimmer Ariarne Titmus wrote on Instagram, “I can’t describe how infuriated I feel when I watch this.” Sprinter Amy Hunt said, “Sydney Sweeney, this is what women in sport look like,” in a post-race interview after finishing fourth in the 200 meters at the Ultimate Championship in Budapest.
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Those are documented reactions from specific athletes, not evidence that all viewers or athletes shared the same view. They show the tension the campaign prompted: Novig framed the work as a way to keep attention on sports, while critics objected to how women and sport were represented in the ads.
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