Novig, a sports-focused prediction market, has reportedly quadrupled its valuation to $2 billion after it targeted young men with racy ads featuring actress Sydney Sweeney posing fully nude with strategically placed sports gear.

The prediction market a smaller competitor to platforms like Kalshi and Polymarket, which rival traditional sportsbooks raised new funding at a $2 billion valuation, up from a $500 million valuation earlier this year, the Wall Street Journal reported Wednesday.

Novig had built a small audience from its podcast and clinched a partnership with the New York Mets, but the platform took off after the “Euphoria” actress signed on as an equity investor and posed in her birthday suit for the company’s ads, which went viral online.

The company is currently in talks with investors, according to three sources familiar with the matter. Two sources say the company expects to close the round this winter, possibly before the end of the year.