Sydney Sweeney Takes Equity Stake in Sports Prediction Platform Novig at $75M Series B

Sydney Sweeney has joined Novig, a peer-to-peer sports prediction platform, as an equity partner and spokesperson, marking one of the more prominent celebrity-to-equity arrangements in the prediction markets space. The deal coincides with the company's $75M Series B round, which pushes total funding beyond $105M.

Novig operates a model in which users trade sports outcomes directly against one another rather than against a house. The company reported trading volume growth of more than tenfold in 2025, a figure that appears to have attracted both institutional capital and celebrity interest. Backers include Pantera Capital, Multicoin Capital, Forerunner, NFX and Y Combinator, among others. Sweeney is fronting a new brand campaign titled "Just Sports" as part of her equity arrangement.

The structure places Sweeney in a growing cohort of celebrities who have moved beyond flat endorsement fees to take financial stakes in the platforms they promote, aligning their public profile with long-term performance rather than a single campaign cycle.

Why it matters

The shift from paid spokesperson to equity partner is reshaping how consumer-facing platforms acquire and retain celebrity advocates. For prediction markets, which occupy a contested regulatory environment in many jurisdictions, a high-profile equity partner who also fronts creative work adds mainstream credibility that institutional backers alone cannot supply. The size of this Series B, combined with the reported trading volume trajectory, suggests the space is attracting capital at a pace that will force traditional sportsbooks and media companies to take notice.

What to watch

The central open question is whether Novig's peer-to-peer model can maintain its growth rate as the prediction markets category draws more competitors and as regulators in key U.S. states weigh new rules. How the "Just Sports" campaign performs, and whether Sweeney's equity stake leads to deeper product integration or remains primarily a marketing vehicle, will signal how seriously the company is treating the celebrity-partner model as a strategic asset rather than a visibility play.

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