As the NFL season commences, operators are rolling out attractive offers to entice customers, creating a competitive environment for acquiring new users. This year's launch is particularly notable due to the increasing popularity of prediction markets, representing one of the most vigorous promotional efforts since the Supreme Court's PASPA decision in 2018. Following substantial funding injections, operators have made significant investments in celebrity endorsements, with notable figures such as LeBron James, Marshawn Lynch, Jeremy Piven, and Sydney Sweeney featured in various advertising campaigns. Pete Sampras also returned to spotlight with a recent advertisement for Kalshi during the US Open after nearly two decades of relative public absence.
Polymarket achieved a major marketing win by securing deals with stars like Eli Manning and Derek Jeter, while Novig's advertisement featuring Sydney Sweeney, an Emmy-nominated actress from HBO's Euphoria, also garnered considerable attention. The Novig campaign, titled "Just Sports," aimed at differentiating itself from competitors that delve into political or international markets, clearly stating its focus on sporting events. "No betting on wars, or deaths… or politics," Sweeney commented during the ad, which has amassed over 9 million views on social media platform X as of Friday.
In a bold move earlier this season, Kalshi offered an equity stake to NBA superstar Giannis Antetokounmpo, marking a notable trend of celebrity involvement in the sector. Following this, Sweeney's representatives expressed interest in Novig as a potential investor, resulting in an undisclosed equity arrangement for her.
However, amidst this surge, states are growing increasingly vigilant. Governor Ned Lamont of Connecticut has joined several governors across the U.S. in scrutinizing prediction markets. Following the New England Patriots' season-opening loss to the Seattle Seahawks, Lamont addressed the rise of these markets in Hartford. He also confirmed that the Connecticut Department of Consumer Protection issued cease-and-desist orders to nine unregulated operators, including Polymarket and Robinhood, stating that these markets were not meeting the state's consumer protection standards.
Connecticut's actions were unprecedented, as they also issued around 30 subpoenas to licensed gaming service providers and media outlets, a first-of-its-kind response targeting businesses interacting with prediction markets.
In other developments, a significant ruling by the U.S. Court of Appeals for the Ninth Circuit against Kalshi recently created a divide among operators. The Court ruled that contracts related to sporting events do not fall under federally regulated swaps as defined by the Commodity Exchange Act. Kalshi is seeking an en banc rehearing by the Ninth Circuit, while Robinhood aims to directly appeal to the Supreme Court in hopes of overturning the decision.
Additionally, Real App, a social sports platform, announced FanDuel as its inaugural prediction market partner, integrating FanDuel’s betting odds into its live sports feature. Fanatics Sports & Casino is also enhancing its Fair Play offering, introducing first-half injury protection for player prop bets, a feature that proved beneficial for bettors in Wednesday’s game when Seahawks quarterback Sam Darnold left early due to injury.
Estimates from the American Gaming Association suggest that around $40 billion will be wagered on the NFL through prediction markets this year. In just the first day of the 2026 college football season, Kalshi reported trading activity nearing $250 million.
