Prediction markets are splurging on ad campaigns featuring A-listers—and the approach is starting to rankle some observers. On Wednesday, sports trading platform Novig released a video of actress Sydney Sweeney appearing nearly nude while promoting the company’s sports-only offering ahead of the NFL season opener. The advertisement swiftly drew scrutiny of prediction markets’ marketing tactics and efforts to increase user engagement on their platforms.
The advertisement came a day after Polymarket enlisted basketball star LeBron James for a star-packed football-season commercial featuring other prominent athletes, including Eli Manning and Derek Jeter, along with entertainment figures such as filmmaker Spike Lee and model Emily Ratajkowski.
