What Is Novig? The Sports App Behind Sydney Sweeney's Ad, Explained

Updated 6 November 2026 · about 4 min read

Novig is a sports "prediction market" app, and it became famous almost overnight when Sydney Sweeney starred in a provocative ad campaign for it in September 2026, with the tagline "Think you know sports? Prove it." Sweeney isn't just the face of it: she's reported to be a strategic partner and equity holder. Novig relaunched in 2026 as a federally regulated, sports-only prediction market available in most US states. Here's what it is, and whether it's gambling by another name.

What Novig is

Novig lets you trade on the outcome of sports events, buying a position that pays out if your prediction is right. Unlike Kalshi and Polymarket, which also cover politics and world events, Novig says it's sports only. It operates under federal Commodity Futures Trading Commission (CFTC) oversight rather than state gambling regulators, the same model as Kalshi.

The Sydney Sweeney ad

The campaign showed Sweeney nearly nude, covered only by sports equipment, alongside the line that Novig is "just sports". It drew criticism from women athletes, including Australian swimmer Ariarne Titmus, who called it "a kick in the face" to women in sport. It also did exactly what it was designed to do: put a new betting-style app in front of millions of people.

Is Novig gambling?

Legally, it's regulated as a financial exchange, not a sportsbook. In practice, you're putting money on who wins, so it works like sports betting and carries the same risks: chasing losses, betting more than you planned, and an app that's always in your pocket during games. Celebrity ads make it feel glamorous and harmless, which is part of the risk.

If you're spending more than you meant to

  • Set limits or self-exclude in the app's settings.
  • Delete and block it with Screen Time.
  • Ask your bank to block gambling transactions.
  • Add up what you've put in versus what you've taken out.

For a fuller plan, see how to stop sports betting. If it's hard to stop, call or text 1-800-GAMBLER for free, confidential help.

Cake, an iOS app in development, helps redirect the impulse: put something you actually want on a cake sized by its price, $5 a slice, and every bet you skip fills slices while the money adds up in a virtual jar.

Common questions

What app did Sydney Sweeney advertise?

Novig, a sports-only prediction market app. She's reported to be a partner and equity holder in the company.

Is Novig legal?

It operates under federal CFTC regulation and launched in most US states in 2026, though prediction markets face legal challenges in several states.

Is Novig the same as sports betting?

Legally no, practically yes: you're putting money on game outcomes, with the same risks.