The kickoff of the NFL season has traditionally provided bonus hunters with a chance to take advantage of enticing offers from leading operators. This year, the start of the season marks a significant surge in the prediction market sector, arguably the most dynamic since the repeal of PASPA in 2018. With considerable financial backing from recent funding rounds, operators have heavily invested in celebrity endorsements, flooding airwaves with advertisements featuring figures like LeBron James, Sydney Sweeney, Marshawn Lynch, and Jeremy Piven. Even Pete Sampras, largely absent from public life for years, made a comeback in a US Open ad for Kalshi.
Polymarket had a particularly successful week, securing endorsements from sports icons James, Eli Manning, and Derek Jeter. Meanwhile, a promotional spot from Novig featuring Sydney Sweeney gained significant attention; the Emmy-nominated actress, known for her role in HBO's *Euphoria*, stars in an advertisement titled "Just Sports," which had garnered over 9 million views on social media platform X by Friday afternoon.
Throughout the ad, Novig contrasts its offerings with those of rivals, criticizing niche markets focused on political events, such as predictions about the potential ousting of Venezuelan President Nicolás Maduro. Unlike Polymarket and Kalshi, Novig has dedicated itself exclusively to sports betting. "No betting on wars, or deaths…or politics," Sweeney remarked.
In another noteworthy development, during the 2025-26 NBA season, Kalshi made headlines when it granted equity to two-time MVP Giannis Antetokounmpo. According to the *Wall Street Journal*, Sweeney's representatives approached Novig with interest in an investment, leading to her receiving an undisclosed equity stake. The growing influence of celebrity endorsements in prediction markets is a trend expected to draw scrutiny in the upcoming months.
In Connecticut, the growing popularity of prediction markets has raised concerns, with Governor Ned Lamont addressing the issue in a speech in Hartford on September 10, following the New England Patriots' season-opening loss to the Seattle Seahawks. On the same day, the Connecticut Department of Consumer Protection issued cease-and-desist orders to nine unregulated operators, including Polymarket, Robinhood, and Underdog Predict. "Prediction markets have branded themselves as legal and safe, but the reality is they are not adhering to Connecticut’s consumer protection standards," Lamont stated.
Connecticut's crackdown marks a broader trend this year, with many states implementing similar measures. However, the state's action went further by issuing nearly 30 subpoenas to licensed gaming service providers and various media outlets. Notably, firms like PayPal, Sportradar Solutions, and Plaid received subpoenas, signaling a unique enforcement effort directed at service providers involved with prediction markets, even though they are not currently under investigation.
Additionally, a significant ruling by the US Court of Appeals for the Ninth Circuit against Kalshi has prompted two operators to pursue different strategies to contest the decision. On August 28, the Ninth Circuit ruled that sports event contracts do not meet the criteria for federally regulated swaps under the Commodity Exchange Act. In response, Kalshi filed for an en banc hearing, while Robinhood opted to petition the Supreme Court, potentially seeking to bypass the Ninth Circuit entirely. It is anticipated that a conflict between this ruling and another from the Third Circuit could lead the Supreme Court to take up the matter.
Meanwhile, Real App, a social sports application that facilitates live play-by-play interactions, has partnered with FanDuel as its inaugural prediction market collaborator, integrating FanDuel's odds and contextual markets into the app's live sports experience. In addition, Fanatics Sports & Casino is enhancing its Fair Play offering by adding first-half injury protection for player props, which proved valuable during the recent season opener when Seattle Seahawks quarterback Sam Darnold had to leave the game early.
The American Gaming Association estimates that approximately $40 billion will be wagered on the NFL through prediction markets this season. On the first complete day of the 2026 college football season last week, Kalshi reported around $250 million in trading activity on college football events.
