How it started

Novig partnered with Social Alchemy at the start of 2026 with a simple goal: build brand awareness among passionate sports fans. As one of the fastest growing peer to peer sports prediction markets, they needed a way to break through a crowded sports media landscape and get in front of the right audience at scale.

What we did

Rather than creating content that explained the product, the Social Alchemy team focused on creating content sports fans would genuinely want to watch. Together, we launched I Am Coach Now, a sports show built around a fictional coach who throws a dart at a team and gives his unfiltered take on everything that organization is doing wrong and how he would fix it.

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The strategy was simple. Earn attention first from the right audience then introduce Novig naturally. We created content that sparked debate, generated comments, and mentioned Novig enough for people to ask, "What is Novig?"

Since launching in February 2026, I Am Coach Now has generated more than 10.5 million views and over 10,000 followers across platforms. The audience is more than 90% male and over 70% U.S. based, with followers ranging from former Olympians to Banana Ball players.

Snapshot

10.5M

Total Views

4.4K

Subscribers

6K

Followers

The result: a highly targeted sports audience that aligned perfectly with Novig's customer base.