Sydney Sweeney puts all the meat on the grill and Novig is already worth four times as much

The actress bet on the platform before starring in her controversial campaign and the company has gone from a valuation of 500 million to 2,000 million dollars.

Sydney Sweeney's bet on Novig has ended up becoming a particularly profitable operation on paper.

The actress did not limit herself to starring in the controversial "Just Sports" campaign. She also became a shareholder of the company before filming the ad, a decision that now takes on another dimension after Novig has multiplied its valuation by four, from 500 million dollars to 2,000 million.

INFOPLAY has already told how Sweeney became the main protagonist of Novig's campaign, appearing naked and covered only with sports equipment to reinforce the message of a platform focused exclusively on sports.

THE ANNOUNCEMENT OF THE CONTROVERSY Sydney Sweeney stars in Novig's new betting campaign

The strategy did not go unnoticed. The campaign went viral, generated criticism for the use of the actress's image and opened an intense debate on networks, but it also managed to place Novig at the center of the conversation.

A day later, that news also became one of the most read on INFOPLAY.

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Now comes the business data that completes the story.

Novig has gone from a valuation of $500 million to $2 billion, approximately €1.75 billion, in just a few months.

Sweeney had previously entered the company's capital, although the exact percentage he owns is not publicly known.

The actress was also actively involved in the conception of the campaign and made it clear from the outset that she did not just want to lend her image, but also get involved in the business project.