Sydney Sweeney Brings Star Power to Prediction Market Push

Sydney Sweeney is set to bring star power to a crowded sports-predictions market, after prediction startup Novig signed her as an equity partner, according to Patrick Coffee’s newsletter. The move signals an aggressive push for attention and credibility in an industry already packed with betting and prediction platforms. The brief also notes an unrelated brand effort: Campari is importing a sweeter aperitif aimed at drinkers who don’t like Aperol. While Novig’s celebrity tie-up is the headline, the wider theme is simple—companies are leaning on entertainment-led marketing to stand out and pull users.