Novig
A United States sports-focused prediction market where users trade contracts on sporting outcomes with one another rather than betting against a…
Novig is a sports-focused prediction-market platform founded in 2021 by Jacob Fortinsky and Kelechi Ukah. Its product lets users trade contracts linked to the outcomes of sporting events: a participant takes a position on whether a stated outcome will occur, and the contract price moves as the market's collective expectation changes.
The company positions the platform as peer-to-peer sports trading rather than conventional bookmaking. On an exchange-style venue, participants take opposing sides of the same question and the operator earns a fee, instead of setting odds and carrying the risk itself. Novig says its product is sports-only and does not list markets on politics, wars or deaths.
Novig reached a much wider audience in September 2026, when it launched its first national brand campaign, "Just Sports", featuring the actor Sydney Sweeney. The campaign drew significant criticism from Olympians and other female athletes, and made the company's name familiar far outside prediction-market circles.
This profile is informational. It documents how Novig describes its own product, what can be confirmed from public reporting, and what remains unverified — including availability by state, fee levels and payment methods, which Novig itself is the authoritative source for.
- Platform type: sports prediction market
- Availability: Eligibility requirements apply
- Funding model: fiat
- Founded: 2021
- Settlement: Official sporting results
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