Novig's Sydney Sweeney ads draw fire from Dodgers players, Powerade
Sports prediction market Novig faces expanding backlash over its 'Sports' campaign starring actress Sydney Sweeney. Los Angeles Dodgers outfielder Alex Call demanded the nude-themed spots stop airing during baseball games, calling them 'soft porn ads.' Female athletes have criticized the ads for sexualizing women in sports. Powerade launched counter-advertising celebrating women athletes. Novig's valuation has reportedly risen to $2 billion despite the controversy. The campaign uses strategically placed sports equipment to cover Sweeney's body.
Novig's controversy-driven customer acquisition model is now colliding with the sports leagues it needs for distribution. Alex Call's demand that the ads be banned from game broadcasts threatens Novig's ability to air creative during the programming that delivers its target demographic. If MLB or other leagues impose ad restrictions, Novig's acquisition cost advantage from Sydney Sweeney's equity-for-endorsement deal evaporates.
The structure was designed to undercut Polymarket's $15 million annual cash payout to LeBron James. Powerade's counter-campaign raises the reputational price for any broadcaster or stadium network carrying Novig spots. Venture capital backing Novig will weigh whether controversy converts funded accounts faster than it closes advertising channels. A league ban or network pullback this quarter would force Novig toward costlier digital-only distribution, negating the equity model's purpose.
Novig joins Polymarket's LeBron James deal and Kalshi's Ronald Acuña Jr. contract in testing whether athlete-fronted marketing builds prediction-market volume, though its Sweeney equity structure is the only one generating organized player and brand backlash.