As the NFL season kicks off each year, sports betting enthusiasts find themselves in the midst of a competitive frenzy, with operators rolling out enticing offers aimed at acquiring new customers. This week stands out in the realm of prediction markets, highlighting the most aggressive marketing efforts since the landmark PASPA ruling in 2018.
With substantial funding fueling their campaigns, various operators have thrown considerable resources into celebrity endorsements, with familiar faces such as LeBron James, Sydney Sweeney, Marshawn Lynch, and Jeremy Piven dominating advertisements. Even tennis legend Pete Sampras made an appearance in a spot for Kalshi, marking his return after nearly two decades away from the limelight.
Polymarket successfully attracted attention by signing James, along with sports icons Eli Manning and Derek Jeter. But the buzz around an ad for Novig featuring Sydney Sweeney has also made waves. Known for her Emmy-nominated performance in Euphoria, Sweeney appears in an ad titled "Just Sports," which has garnered over 9 million views on social media platform X as of Friday afternoon.
In its advertisement, Novig intelligently critiques its competitors, calling out those who wager on obscure events like the potential ousting of Venezuelan President Nicolás Maduro. In contrast to platforms like Kalshi and Polymarket, which delve into such niche markets, Novig distinguishes itself by focusing solely on sports. "No betting on wars, or deaths… or politics," Sweeney quipped in the campaign.
Kalshi also made headlines by offering two-time NBA MVP Giannis Antetokounmpo an equity stake during the 2025-26 season. Representatives of Sweeney expressed interest in becoming an investor with Novig, which ultimately rewarded her with a portion of equity. The increasing prominence of celebrity endorsements suggests a trend that may continue to evolve in the near future.
In Connecticut, the impact of prediction markets has drawn scrutiny from state officials. Following the New England Patriots' season-opening defeat to the Seattle Seahawks, Governor Ned Lamont made remarks about the growing influence of these platforms. On September 10, the Connecticut Department of Consumer Protection issued cease-and-desist orders to nine unlicensed 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.
This latest move reflects a broader trend, as Connecticut's directives extended beyond cease-and-desist orders. The department issued around 30 subpoenas to licensed gaming service providers and various media outlets, including PayPal, Sportradar Solutions, and Plaid, which, while not under investigation, are involved with prediction markets in some capacity.
In other developments, following a significant ruling by the US Court of Appeals for the Ninth Circuit against Kalshi, two operators are pursuing different legal strategies. The court ruled unanimously on August 28 that sports event contracts do not classify as federally regulated swaps under the Commodity Exchange Act. Kalshi has sought an en banc rehearing, while Robinhood has opted for a petition of certiorari to the Supreme Court, aiming to circumvent the Ninth Circuit's ruling entirely. Observers anticipate that the discrepancy between the Ninth and Third Circuits could lead to Supreme Court involvement.
Additionally, Real App, a social sports application focused on live play-by-play commentary, has partnered with FanDuel to integrate its prediction markets into the app. Meanwhile, Fanatics Sports & Casino is enhancing its Fair Play feature, introducing first-half injury protection for player props—a change that proved beneficial when Seattle Seahawks quarterback Sam Darnold exited the field shortly after the season's opening game began.
According to the American Gaming Association, around $40 billion is expected to be wagered on NFL games through prediction markets this year. On the first full day of the 2026 college football season, Kalshi revealed nearly $250 million in trading activity, underscoring the enormous stakes involved as the sports betting landscape continues to evolve.
