Novig valued at $2 billion after video with Sydney Sweeney
Novig raised funding at a $2 billion valuation — four times higher than its 2026 round. The catalyst was an advertising campaign with Sydney Sweeney.
Sports prediction platform Novig has raised funding at a $2 billion valuation — four times higher than the previous round's figure. This was reported by The Wall Street Journal, citing its own sources. In 2026, the company was valued at $500 million.
The bulk of the new capital came from existing investors. According to the publication's sources, demand for the platform remains strong, and the startup may soon raise additional funding — at an even higher valuation.
What sparked the surge of interest in Novig?
By the time of the deal, the company already had a loyal audience, built around its own Novig podcast about trading and sports. However, the sharp rise in interest in the service came after the launch of a provocative advertising campaign featuring actress Sydney Sweeney.
In early September 2026, the platform released an ad called "Sports Only." In the video, the partially undressed actress covers herself with sports equipment: basketballs, hockey pads, and shoulder pads. The video was posted on Novig's official YouTube channel.
The campaign caused a wide response on social media. At the same time, it provoked a wave of criticism directed at Sweeney.
Does advertising with Sydney Sweeney work for capitalization?
The market already had a precedent. In July 2025, fashion retailer American Eagle released a video featuring the same actress. The ad was later accused of promoting eugenics, and the audience's reaction was mixed.
Despite the scandal, the campaign proved commercially successful: American Eagle's shares rose 18%.
The Novig case repeats this trajectory — the hype around the video converted into growing user interest, and then into a fourfold increase in the company's valuation: from $500 million to $2 billion.
What's next?
Sources at The Wall Street Journal indicate that the Novig funding story may not end with the current deal. Demand for the platform remains strong, and the startup hopes to raise additional funds at an even higher valuation.
Thus, for the second time in a row, scandalous advertising has proven its effectiveness for the capitalization of companies working with Sydney Sweeney: American Eagle got +18% on its shares, and Novig — a fourfold increase in valuation.
Original: wsj.com
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