Novig’s recently released advertising campaign with Sydney Sweeney has drawn sharp criticism from the female athlete community, with many highlighting the sexualization of women in sports.
Indeed, English four-time European champion sprinter Amy Hunt used her post-200m-race interview at the Ultimate Championship in Budapest last Sunday to address the advertisement, stating: “Sydney Sweeney, this is what women in sport look like. Muscles. Hard work, blood, sweat, tears.”
However, the advertisement – which features a nearly-nude Sweeney covered only by an array of strategically placed sports equipment – has triggered reactions from female athletes and many others across the globe. American gymnast Gracie Kramer highlighted instances of sexualization she has faced throughout her career and outlined that she just wanted to remind women that these kinds of ads aren’t “the only thing that matters.”
Sweeney’s response came in the form of a social media post, which contained a range of images from campaigns featuring athletes posing nude or semi-nude – including the likes of Serena Williams, Ronda Rousey, Myles Garrett and Karl-Anthony Towns.
Despite the external controversy, this latest collaboration represents yet further celebrity endorsement for the prediction market sector – especially sports futures events contracts, which as the advert outlines, are the only ones offered via the Novig platform. Company CEO Jacob Fortinsky has also stated publicly that additional Sweeney advertisements are planned, including a ‘responsible trading’ ad.
Sweeney herself stated that she was drawn to Novig because of its “transparency and efficiency.” Nevertheless, the prediction market sector remains fraught with legal, regulatory and insider trading controversy, to name but a few.
Regardless, prediction market platforms from across the sector have continued to muscle their way into the public discourse via partnerships with major sporting leagues, alongside influencer-style endorsements from ex-athletes and celebrity figures.
Novig only offers prediction market contracts on sports, regulated under the sole jurisdiction of the Commodity Futures Trading Commission
