Sportsbook Wars? NoVig Trader Takes Shot at Prime Sports: Claims 'Huge' Losses

Written by:
C Costigan
Published on:
Feb/02/2025

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NoVig Trader Takes Shot at Prime Sports During Widely Viewed Twitter Spaces Broadcast

While awaiting the main event Saturday night: Taylor Mathis, the "Walking Bets Girl" vs. Jeff Nadu, podcaster and former Barstool Sports personality, the under card featured a trader from NoVig who managed to get a dig in at Prime Sports.

Regular readers of Gambling911.com caught the "Prime Suspects" podcast from a few weeks ago where the two Prime Sports founders discussed Mathis' new role with fledgling NoVig Sports.

The "Prime Suspects" podcast, which aired earlier this month, featured longtime friend of the Gambling911 website, Joe Brennan, Jr. discussing the Mathis signing and he didn't exactly have the kindest words for NoVig's business (go to the 2:36 mark to listen below).

NoVig, it should be noted, has deviated from its original positioning as a sports betting exchange that looked to take all types of action now moving into a more recreational sports betting space that includes more of a focus on parlay betting (i.e. "sucker bets").

Joe Brennan, Jr of Prime Suspects and also co-founder of Prime Sportsbook, had this to say about Mathis:

"I'm not going to apologize for it," he said.  "I went to her Twitter account earlier since she's linked to it through all these things and right now pinned to the top of her account are not what I would consider picks videos.  They are emphasizing a different part of her game and they (NoVig) would not be the first guys out there to bring together sports betting and very attractive women.  I don't think that necessarily gets them in hot water.  So what (if) a sportsbook goes out there and gets a bikini girl to go out there and make content for them, stop the press, or even the push into parlays.

"I think the thing I find alarming about these guys, especially some Harvard educated kids, is now this announcement that they are hiring 'college ambassadors' and I think this is one of the stupidest fucking things I've seen anyone in the sports betting business do, since it's become very clear with regulators, they don't want us (regulated U.S. sportsbooks) near college campuses."

Adam Bjorn had this to offer: "(I) ran into Jacob?  Is he the guy that is in front of this thing?  I had a conversation with him at a Paris beer garden at one of the SBC parties.  Clearly had no idea what business he was in."

On Saturday's @yElff_'s Twitter Spaces broadcast, a NoVig trader came on to defend Mathis, confirming the "Walking Bets Girl" does indeed support all of her plays, as opposed to a few handicappers over the years that offer one pick to the public while backing the other side in reality.

This trader also claimed that Prime Sports has "lost $400,000 since the start of the football season".  This comment was made as part of a wider discussion related to the limiting of winning customers by most regulated sportsbooks while Prime's business model is to allow some of the highest limits in the industry.

While Gambling911.com cannot independently confirm such losses, Brennan, Jr. and Bjorn have made no secret of the fact that they've taken a hit some weeks.  After all, Prime is only regulated in Ohio and New Jersey at this time and the Ohio State Buckeyes did win the NCAA College Football Playoff Championship this year.

Gambling911 also believes Prime Sports to be pretty well-backed financially.  If that $400,000 number is indeed correct, we suspect that's barely a dent on their business.

Prime Sports will have some solace in knowing that the audience at this time, while presumably their target player base, was just over 270, compared to the more than 3500 that jumped on when Taylor arrived.

News of the Twitter Space broadcast delivered blockbuster traffic to the Gambling911.com website.

It's interesting to note that, while Taylor took Twitter by storm, interest in her seems mainly confined to the sports betting community as searches across the Net Saturday night reveal only a mild interest (per impressions).

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By  Chris Costigan

Chris founded Gambling911.com in 1999 and serves as the website's publisher.  He brings more than 3 decades of expertise related to the gambling and sports betting sector.  Creative talent is in Chris' genes, which he brings to the G911 website.  He comes from a showbiz family that includes Yankee Doodle Dandy George M. Cohan.  Chris is the grandson of artist John E. Costigan, whose work appears in the Smithsonian.  Chris' father was also in the news business and co-founded what is today the Union County Performing Arts Center.  Chris is a graduate of Kean University. 

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