Prediction markets spend big on celebrity campaigns even as Sydney Sweeney and LeBron James ads stir backlash | Fortune0

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• September 10, 2026

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