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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.
How to play Safari Of Wealth
Arsenal vs. Benfica (Agg 1-1) (5.55pm GMT kick-off)
Napoli vs. Granada (Agg 0-2) (5.55pm GMT kick-off)
Rangers vs. Royal Antwerp (Agg 4-3) (5.55pm GMT kick-off)
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At Tuesday’s hearing, AGA Vice President Tres York testified before the committee alongside Robert DeNault, head of enforcement and legal counsel at Kalshi. The AGA, one of the nation’s most strident critics of prediction markets, argued that an event contract on the Cowboys to beat the Giants does not differ fundamentally from the same wager placed at a sportsbook.
As with California, sports wagering is illegal in Texas. Greg Abbott, a three-term governor, is up for re-election in November, along with Dan Patrick, his lieutenant governor. Patrick, who vehemently opposes sports betting, also serves as president of the Texas Senate in his current role. Several attempts to legalise sports wagering since the 2018 PASPA decision have been foiled under Patrick’s leadership.
Texas Attorney General Ken Paxton is in the middle of a heated US Senate campaign against Democratic challenger James Talarico. Paxton will be succeeded as Texas AG by state Senator Mayes Middleton, a Republican from Galveston, or his Democratic opponent Nathan Johnson, a state senator from Dallas.