First-time depositors on the prediction market platform surged by more than 218% in the 20-day window surrounding the launch of Sydney Sweeney’s "Just Sports" advertising campaign. The actress, who took an equity stake in the company, appeared in the ads wearing sports attire that drew immediate, widespread debate regarding the representation of women in sports media. While the campaign sparked criticism from some columnists and athletes, co-founder Jacob Fortinsky reported that the influx of new users and activity far exceeded company expectations following the September 9 launch.
The rapid growth of the platform highlights the significant influence celebrity branding exerts on emerging fintech markets. As Novig competes against established prediction platforms, this marketing strategy effectively forced the company’s name into the mainstream, resulting in a valuation increase from $500 million to $2 billion within just a few months. For investors and market observers, the sudden growth confirms that the high-profile partnership served as a decisive catalyst for the platform’s expansion, despite the negative public reception from media critics.
CNBC reported that active users climbed 96% month-over-month in September, with total app downloads increasing by over 187%. Fortinsky noted that the success of the campaign, which occurred alongside the start of the NFL season, left the leadership team satisfied with the outcome. The company remains engaged in ongoing legal challenges against multiple states over its right to regulate sports event contracts independently of local oversight.