Novig valued at $2bn after Sydney Sweeney's sports ad drew criticism
Sports prediction platform Novig, in which actress Sydney Sweeney holds an equity stake, is reported to have risen in valuation from $500m to $2bn. Her nude-styled "Just Sports" ad drew criticism from athletes and columnists.
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The story, neutrally told
Right · 1Novig, a sports prediction platform, has seen its valuation rise from $500 million to $2 billion, according to the Wall Street Journal as relayed by the Daily Mail. Daily MailR “the company's valuation has ballooned from $500million to $2billion, according to the Wall Street Journal.” Read at Daily Mail ↗ Right · 2Actress Sydney Sweeney holds an equity stake in the company, which she secured before appearing in its "Just Sports" ad campaign; how much she invested or owns is not known. Daily MailR “Sweeney holds an equity stake in Novig, which she secured before stripping off for Novig's now viral 'Just Sports' ad campaign.” Read at Daily Mail ↗ Fox NewsR “How much she actually invested in the company is unknown.” Read at Fox News ↗ Right · 1The Daily Mail said that even a 1% share would now be worth $20 million, and the Wall Street Journal reported that Novig could raise more capital soon at a higher valuation. Daily MailR “While her share is unknown, even just 1% is now worth $20million.”“'Novig continues to field investor interest and could raise additional capital soon at an even higher valuation,'” Read at Daily Mail ↗
Right · 2In the ad, released in the middle of last month, Sweeney appears with sports equipment covering her body; the Daily Mail describes her as naked, while Fox News says the attire covered just enough to clear broadcast standards. Daily MailR “In the commercial, Sweeney gets completely naked and uses a variety of sports equipment to cover herself.” Read at Daily Mail ↗ Fox NewsR “covered just enough to clear broadcast standards” Read at Fox News ↗ Right · 1Novig is a prediction market app similar to Polymarket and Kalshi that only allows predictions on sports; in the ad Sweeney says there is "No betting on wars or deaths and no politics." Daily MailR “Novig is a prediction market app, similar to Polymarket and Kalshi, but it only allows users to make predictions on sports and nothing else.” Read at Daily Mail ↗ Right · 2The ad was criticised by female athletes and columnists, including British sprinter Amy Hunt, Australian boxer Skye Nicolson and swimmer Ariarne Titmus, who reportedly called it a "kick in the face" to female athletes; Guardian and USA Today columnists also wrote critical pieces. Daily MailR “'When we're trying to provide role models for young people and young women in sport, we really want to show that it's about what your body can do, not so much what it looks like,'” Read at Daily Mail ↗ Fox NewsR “not a "kick in the face" to female athletes, as four-time Olympic swimming gold medalist Ariarne Titmus suggested” Read at Fox News ↗
Right · 1The Daily Mail also reported that Sweeney lost more than 200,000 Instagram followers after the campaign launched. Daily MailR “Sweeney lost more than 200,000 Instagram followers after it launched.” Read at Daily Mail ↗ Right · 1Novig CEO Jacob Fortinsky said Sweeney drove much of the visuals and messaging, and Sweeney told Complex she wanted to be involved beyond being the face of the company. Daily MailR “'It really was Sydney who was driving a lot of the visuals and the messaging.'”“Being able to be a part of watching this company grow and not just be the face of it is really important to me.” Read at Daily Mail ↗ Right · 1Fox News's columnist argued that how much the ad contributed to the fourfold rise since February cannot be known, but suggested it added at least a few hundred million dollars, and noted American Eagle shares rose 10 percent in a day after Sweeney's July 2025 jeans campaign. Fox NewsR “Exactly how much Sweeney's ad contributed to Novig's fourfold increase in valuation since February is impossible to know.”“its shares jumped 10 percent in a single day” Read at Fox News ↗
Every sentence links to the reporting it rests on. The pill in front of each says where its sources sit: Left, Centre or Right when one side supplies at least half of them, Mixed when they are evenly split. The number is how many outlets it cites.
Left0 outlets
No left outlet in our sources has covered this story yet.
Centre0 outlets
No centre outlet in our sources has covered this story yet.
Right2 outlets
- Framing
- Both outlets present the valuation rise as vindication for Sweeney against her critics. Fox News is an opinion column attacking 'jealous' media; the Daily Mail is a showbiz report saying she is 'having the last laugh'.
- Emphasis
- Sweeney's business success, the size of the valuation jump, and the backlash against the ad. The Daily Mail adds the Wall Street Journal valuation report, quotes from Novig's CEO and Sweeney, and her Instagram follower loss.
- Leaves out or plays down
- Neither outlet includes a Novig statement on how much the ad drove growth; no left or centre outlets are in the coverage, and neither article explores regulatory or ethical concerns about prediction markets.
- Charged language
- “Jealous media”“ultimate boss”“naked ad campaign”“publicly crucified”“smoke show”“raunchy”
- For example
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“The contempt critics have for her isn't rooted in principle. It's rooted in jealousy.” — Fox News
“it looks like the actress is having the last laugh.” — Daily Mail
What every side reports
- Sydney Sweeney holds an equity stake in Novig, and the amount is unknown.
- Novig's valuation rose from $500 million to $2 billion.
- Her ad campaign for Novig drew criticism from athletes and commentators over its portrayal of women in sports.
Where accounts differ
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Whether the criticism was principled
- Right
- Fox News's columnist says the critics are motivated by jealousy and out of step with the general population; the Daily Mail reports the criticism, including from female athletes, as a 'mockery of women's sports' argument and says Sweeney is 'having the last laugh'.
Sydney Sweeney person
Sweeney says she prefers collaborative partnerships and wants to be involved in growing the company, not just be its face; Fox News's columnist says she brushed off the criticism.
“I don't like to just put my face on something. I really want to be able to get into the weeds of it with an amazing team.” — Daily Mail
“brushed all the hate off her shoulder pads” — Fox News
Novig organisation
Novig, through CEO Jacob Fortinsky, credits Sweeney with driving the ad's visuals and messaging; the company is reported to be attracting investor interest and may raise at a higher valuation.
“'It was a very exciting process to work with her both on the commercial side as well as on the creative side,'” — Daily Mail
North America1 outlet
Fox News runs an opinion column defending Sweeney and attacking US and UK media critics.
“This is yet another example of how activists and a significant portion of the media failed to represent the general population.” — Fox News
Fox News
UK and Ireland1 outlet
The Daily Mail reports the valuation via the Wall Street Journal and includes British and Australian athletes' criticism.
“British sprinter Amy Hunt told Good Morning Britain.” — Daily Mail
Daily Mail
Left0 articles
No coverage yet.
Centre0 articles
No coverage yet.
Right2 articles
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Fox NewsR · · Opinion
Celebratory Opinion column casting the $2B valuation as proof Sweeney beat 'jealous' critics in the media.
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Sydney Sweeney-backed sports betting platform hits $2BILLION valuation after naked ad campaign
Mixed Showbiz report on the valuation rise, framed as Sweeney having the last laugh, with athletes' criticism included.
- 2 Oct 11:39 First Fox NewsR Jealous media attack Sydney Sweeney’s sports ad while her $2B valuation proves she’s the ultimate boss Opinion
- 2 Oct 21:41 +10h 2m Daily MailR Sydney Sweeney-backed sports betting platform hits $2BILLION valuation after naked ad campaign
Times are when each article was published, or when we first saw it if the outlet gave no time.