Novig, Kalshi chase fans as prediction markets go mainstream

Kalshi’s NHL & CNN tie-ups show the celebrity push is part of a wider industry drive for trading volume.

The hit

Sydney Sweeney has signed on as a partner & equity holder in sports prediction exchange Novig, according to CryptoSlate. The deal, announced Sept. 9 & branded “Just Sports”, runs across digital, social, video & outdoor advertising through football season. CryptoSlate says the tie-up shows how prediction markets are moving deeper into mainstream sports culture.

Why it matters

Traders should note the platforms profit from volume, not accuracy. Kalshi earns through transaction fees, according to its own fee disclosures. Being right on a contract does not guarantee a profit once fees & pricing are factored in, so a busier market benefits the exchange more reliably than any individual trader.

The record

Novig campaign launch	Sept. 9, branded “Just Sports” (CryptoSlate)
Novig rewards tiers	Starter to Obsidian, an optional points programme with trading credits & access to a monthly cash pool
Kalshi NHL deal	official data, league branding & visibility during national broadcasts
Kalshi CNN deal	market data fed into news programming

What happens next

Watch how Novig’s football-season campaign & Kalshi’s league & broadcast tie-ins affect trading volumes as the season progresses.

Sources: Prediction markets promised better information and hired Hollywood

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