Novig has brought Sydney Sweeney into the prediction market space with a provocative new advertising campaign, and PARI has already responded. The US sports prediction market launched its new “Just Sports” campaign with the Hollywood actress on September 9, while PARI answered with an AI-generated video featuring its ambassador Luxury Girl.
Sweeney is the face of Novig’s first national brand campaign, but her involvement goes beyond the ad. She is an equity holder and strategic partner in the company. Novig says the campaign is built around its decision to focus entirely on sports prediction markets. Novig’s official campaign announcement confirms that the campaign will run across digital, social, online video and out-of-home advertising during football season.
Sydney Sweeney’s Novig Ad Focuses On “Just Sports”
The ad opens with Sweeney speaking directly to the audience before moving through a series of sports-themed scenes. Footballs, basketballs, hockey equipment, baseball gear and tennis equipment feature throughout the commercial.
“Just Sports” is the message running through the campaign. Sweeney points out that Novig does not offer markets on politics, wars or deaths, setting the platform apart from prediction markets that cover a wider range of topics.
Sweeney’s role with Novig goes beyond appearing in the advertisement. She told Complex that she had been involved in the campaign’s creative discussions from the beginning. She said she did not want to simply put her face on a brand and preferred to be involved in the wider process.
Novig launched nationwide in August after receiving its designation as a Designated Contract Market from the US Commodity Futures Trading Commission. The company describes its platform as a sports-focused prediction market. Novig’s nationwide launch announcement came just over a month before the Sweeney campaign.
The campaign has already picked up strong online attention. Within 24 hours of its release, the YouTube video had crossed 250,000 views, while Novig’s campaign on X had passed 5 million views.
Here is the full commercial video:
PARI Answers With Luxury Girl
PARI has now taken the Novig campaign and given it its own version. The betting company has released an AI-generated advertisement featuring Luxury Girl, with the creative closely following the look and setup of the Sydney Sweeney campaign.
Dark backgrounds, neon-style visuals, sports imagery and PARI branding appear throughout the video before Luxury Girl comes into the frame. The response leaves little doubt about who it is aimed at, with the video including the line “You’re an idiot, Sydney”, directly referring to Sweeney and the Novig advertisement.
PARI is using one of its existing brand faces for the response. The company’s website lists blogger Luxury Girl among its ambassadors, alongside television presenters, athletes and other personalities. PARI’s ambassador information confirms her connection with the brand.
Luxury Girl has appeared at PARI events as well. In March 2026, she was among the guests at the company’s PARI SECRET VIP poker event in Sochi, as noted in PARI’s event coverage. Her official Telegram channel also identifies her as “Manager Of Brightness” at PARI.
PARI’s AI Response Comes Within A Day Of The Novig Campaign
Novig launched its Sweeney campaign on September 9, and PARI’s response followed almost immediately.
There is little effort to hide the connection between the two advertisements. PARI has taken the basic visual setup, replaced Sweeney with Luxury Girl and added its own branding and message.
The approach gives the PARI video a different feel from a conventional advertising campaign. Rather than introducing a completely new idea, it responds directly to a campaign that was already getting attention online.
AI has helped make that kind of quick response possible. PARI used an existing ambassador and an AI-generated creative to react to Novig’s campaign without building a traditional commercial around a new celebrity partnership.
AI is becoming a bigger part of the iGaming industry’s marketing and technology discussions. At SBC Summit Tbilisi 2026, industry speakers discussed AI-driven personalisation, fraud detection and risk modelling, showing how operators are exploring practical uses of the technology. PARI’s latest move brings that technology into another part of the advertising business.
Novig has used a major Hollywood name to introduce its “Just Sports” proposition to a wider audience. PARI has responded with an existing ambassador and an AI-generated creative that directly references the campaign.
For now, the two ads tell a simple story. Novig launched a major campaign with Sydney Sweeney, and PARI quickly turned that campaign into an opportunity to promote Luxury Girl and its own brand.
