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While Polymarket pulled off a coup with the signings of James, Eli Manning and Derek Jeter, a Novig ad featuring Sweeney arguably received as much fanfare. Sweeney, an Emmy Award-nominated actress known for her role in HBO’s Euphoria series, stars in the spot titled “Just Sports.” As of Friday afternoon, the Novig post on social media platform X received at least nine million views.

Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.

During the 2025-26 NBA season, Kalshi made waves by granting an equity stake to two-time league MVP Giannis Antetokounmpo. According to the Wall Street Journal, Sweeney’s representatives approached Novig to express interest as a potential investor. Eventually, the company granted her an undisclosed amount in equity. The increased role of celebrity endorsements in the space is a trend that will likely receive closer observation in the coming months.

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After breakfast, before I got in the office, I get a call from my manager. He tells me the company decided to close up shop suddenly so there is no need for me to show up. Well, that’s convenient. I showed up anyway, said goodbye to my friends there, and I went off home, a burden lifted from my shoulders.

Two years later, I see a post from my friend Robbie Strazynksi of CardPlayerLifestyle, about this guy Bill Beatty looking for a new financial writer for some gambling website called CalvinAyre.com. I said I was interested, didn’t know much about gambling, but I know about finance. I could swing it. Bill gave me a shot, trusted me, and in March 2014, I wrote my first article. Macau stocks were at all time highs, and I wrote that they were about to implode. They did, for the next two years. But not for the reason I thought.

Then my life went into a sort of holding pattern for the next few years. I was getting tired of freelancing. It was too limiting, and I wanted to start my own thing. So in February of 2020, I started to set up the groundwork for going out on my own. It is now up and running at The End Game Investor (EGI). The theme is precious metals investing and trading in the context of the End Game, the end of the financial system as we have known it since 1971, taken from an Austrian Economics perspective.

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The total cost of the ad has not been divulged by Polymarket, but it is fair to estimate that it fell in the millions given the high expenses of bringing aboard a prominent filmmaker such as Berg. Beyond director fees, Polymarket also had to budget for agency and concept fees, set construction and post-production costs that include visual effects, licensing and sound design. In late-August, Polymarket disclosed that it has sought a $21 billion valuation in a new funding round led by Donald Trump Jr’s venture firm, 1789 Capital.

Polymarket may defend any substantial investment in marketing given the overwhelming impact on customer acquisition that ensued. On Tuesday, Polymarket ranked first on the App Store in downloads for free finance apps, topping archrival Kalshi, Capital One Mobile and prominent payment providers PayPal and Venmo.

The company did not immediately respond to a request for comment from iGB.