Sydney Sweeney Ad Campaign for Prediction App Novig Sparks Social Media Surge

Industry Pulse News Desk · 2026-09-14

A marketing campaign featuring actress Sydney Sweeney drove a ninefold spike in social media mentions for sports prediction app Novig despite drawing criticism.

Sports prediction platform Novig has launched a controversial marketing campaign featuring actress Sydney Sweeney, driving a sharp increase in online discussion while drawing criticism from female athletes and industry observers. Sweeney, who also acquired an equity stake in the company as part of the deal, appears minimally clothed alongside strategically placed athletic equipment.

The campaign sparked swift pushback online, including criticism from four-time Olympic gold medalist Ariarne Titmus, who publicly condemned the imagery for sexualizing women's sports. Marketing experts also raised concerns that relying on sexually suggestive themes could undermine brand credibility among female audiences.

Despite the backlash, tracking data from analytics firm Peak Metrics indicated that social media mentions for Novig surged more than ninefold following the campaign's release. Neutral posts accounted for nearly half of the total volume, while favorable posts outpaced unfavorable ones by roughly two to one, reaching 32.8 percent compared to 17.5 percent.

Novig Chief Executive Officer Jacob Fortinsky confirmed that the partnership with Sweeney represented the majority of the firm's marketing expenditure entering the football season. Founded in 2021, Novig recently closed a $75 million funding round that valued the startup at $500 million.

The surge in public visibility comes as the company attempts to gain market share against larger competitors in the prediction sector. Although analytics showed that only 4 percent of social media posts specifically discussed the Novig platform itself, company leadership is positioning the campaign to drive broader user acquisition.