As the NFL season commences, operators in the prediction market sector are seizing the chance to attract new customers with enticing offers. This year stands out as the most intense marketing rush since the landmark 2018 PASPA ruling, supported by significant financial backing and a slew of celebrity endorsements.
In a remarkable week of advertising, stars like LeBron James, Sydney Sweeney, Marshawn Lynch, and Jeremy Piven have made their presence felt. Notably, even tennis legend Pete Sampras returned to the limelight in a US Open advertisement for Kalshi.
Polymarket has distinguished itself with high-profile signings of James, Eli Manning, and Derek Jeter, but an ad from Novig featuring Sweeney has made waves as well. Sweeney, who was nominated for an Emmy for her role in HBO’s Euphoria, appears in an ad titled "Just Sports,” which, as of Friday afternoon, garnered over 9 million views on social media platform X.
In the commercial, Novig criticizes its competitors for taking bets on unconventional topics, such as predicting when Venezuelan President Nicolás Maduro might leave office. In contrast, Novig has decided to focus solely on sports betting. Sweeney remarked, "No betting on wars, or deaths…or politics."
Earlier this year, during the 2025-26 NBA season, Kalshi made headlines by allowing two-time MVP Giannis Antetokounmpo an equity stake in the company. Following this, representatives of Sweeney showed interest in investing in Novig, which resulted in her receiving equity from the company, although the details remain undisclosed. The growing trend of celebrity involvement in this space is expected to evolve further.
In Connecticut, Governor Ned Lamont recently took action against the rising trend of prediction markets. On September 10, he spoke in Hartford the day after the New England Patriots' season-opening loss to the Seattle Seahawks. The Connecticut Department of Consumer Protection simultaneously issued cease-and-desist orders to nine unregulated operators, including Polymarket, Robinhood, and Underdog Predict.
Lamont stated, "Prediction markets have branded themselves as legal and safe, but the reality is they are not adhering to Connecticut’s consumer protection standards."
In a broader enforcement approach compared to other states, Connecticut also issued about 30 subpoenas to gaming service providers and media companies. Notable recipients included PayPal, Sportradar Solutions, and Plaid, a gaming-licensed payment processing app. While these companies are not being investigated, the subpoenas mark a significant regulatory action against those connected to the prediction market industry.
In other developments, following a significant US Court of Appeals ruling against Kalshi, two operators are pursuing different legal avenues. On August 28, the Ninth Circuit ruled in a 3-0 decision that sports event contracts do not meet the criteria for federally regulated swaps under the Commodity Exchange Act. Kalshi is seeking an en banc review from the Ninth Circuit with 11 judges, while Robinhood has petitioned the Supreme Court to sidestep the Ninth Circuit. It's believed a split in circuit decisions may prompt Supreme Court review.
Meanwhile, Real App has partnered with FanDuel, integrating their odds into the live sports features of the app. Fanatics Sports & Casino is enhancing its Fair Play offering with first-half injury protection for player props, a feature that proved useful when Seattle Seahawks quarterback Sam Darnold exited Wednesday's season opener early due to injury.
The American Gaming Association estimates about $40 billion will be wagered on the NFL through prediction markets this year. Kalshi reported nearly $250 million in trading activity on college football during the opening day of the 2026 college football season.
