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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.
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“Investors should view our actions through a straightforward lens: We are protecting the value of significant investments we’re making in Chicago while faithfully executing our contractual obligations,” Kim concluded. “And let me say this again – we remain fully committed to Chicago.”
Kim’s comments Monday were less detailed than others made before the Chicago City Council’s License Committee last week.
At that venue, the company’s president and interim chief financial officer, George Papanier, told officials that Bally’s will “deliver the event centre, 100 rooms of the hotel and the required food and beverage components” in early 2027, per the Chicago Sun-Times. That said, the company is reevaluating about 12% of the project’s other planned amenities in response to potential cannibalisation from video gaming terminals. The hotel plan calls for an eventual total of 500 rooms.
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Brazil President Luiz Inácio Lula da Silva stated that, if it were up to him, online betting companies would be shut down.
During a livestream on Sunday, he said he had met with “eight victims of online betting”. To reinforce his criticism of the sector and in an attempt to win over conservative voters, he pointed out that one gambler had made 1,400 instant fund transfers (Pix) to a betting site. Lula criticised the Central Bank for failing to detect such a high volume of transactions to a single company.
However, that responsibility does not lie with the Central Bank. It is the role of the Secretariat of Prizes and Bets to monitor and regulate the sector. Betting companies submit detailed daily reports on bettors’ financial transactions with the sites. A specific module within Brazil’s betting management system detects recurring transfers.
