The commencement of the NFL season each year sparks a surge in promotions from leading operators as they work to attract new customers with enticing bonuses.
This week, with the increasing popularity of prediction markets, has showcased one of the most intense marketing pushes since the 2018 PASPA ruling. Thanks to significant funding, operators have spent generously on star endorsements, with notable figures like LeBron James, Sydney Sweeney, Marshawn Lynch, and Jeremy Piven appearing prominently in advertisements. Even former tennis champion Pete Sampras made a surprise return to the spotlight, featuring in a commercial for Kalshi during the US Open.
Polymarket gained attention by signing high-profile athletes including James, Eli Manning, and Derek Jeter. Simultaneously, an ad by Novig featuring Sweeney has also captured public interest, amassing at least 9 million views on social media by Friday afternoon. In the ad titled "Just Sports," the Emmy-nominated actress, known for her role in HBO's Euphoria, critiques competitors for offering obscure markets, such as the likelihood of Venezuelan President Nicolás Maduro's exit from office. In contrast, Novig restricts its offerings to sports-related events, with Sweeney quipping, "No betting on wars, or deaths… or politics."
Kalshi made headlines in the 2025-26 NBA season by granting an equity stake to two-time MVP Giannis Antetokounmpo. Following this trend, Sweeney's representatives approached Novig regarding potential investment, which resulted in the company awarding her an undisclosed equity stake. The growing inclusion of celebrities in these endorsement strategies is a trend anticipated to be monitored closely in the upcoming months.
As for regulatory actions, Connecticut has joined other states in cracking down on prediction markets. Close to the beginning of the NFL season, Connecticut Governor Ned Lamont spoke about the expansion of prediction markets during a speech in Hartford on September 10, shortly after the New England Patriots' season opener. The Connecticut Department of Consumer Protection also issued cease-and-desist orders to nine unregulated operators, including Polymarket, Robinhood, and Underdog Predict. Lamont asserted that despite their claims of legality and safety, the markets fail to meet Connecticut's consumer protection standards.
Additionally, the cease-and-desist orders were accompanied by nearly 30 subpoenas directed at licensed gaming service providers and media companies, including PayPal, Sportradar Solutions, and Plaid. Although these companies are not under scrutiny, the subpoenas mark a new development in regulatory approaches toward those servicing prediction markets.
In other news, following an important ruling by the US Court of Appeals for the Ninth Circuit against Kalshi, both Kalshi and Robinhood have opted for different legal strategies to contest the verdict. The Ninth Circuit ruled on August 28 that sports event contracts do not qualify as federally regulated swaps under the Commodity Exchange Act. Kalshi has since sought an en banc re-hearing with the Ninth Circuit, whereas Robinhood aims to escalate the issue to the Supreme Court, potentially highlighting a split with a earlier decision from the Third Circuit.
Real App, which focuses on live play-by-play social sports engagement, has announced FanDuel as its inaugural prediction market partner, integrating FanDuel's odds into the app. Fanatics Sports & Casino is also enhancing its Fair Play offering by incorporating first-half injury protection for player propositions, a feature that proved useful in the recent season opener for Seattle Seahawks quarterback Sam Darnold, who exited the game early.
According to the American Gaming Association, prediction markets are expected to see around $40 billion in bets on the NFL this year. Kalshi also reported about $250 million in trading activity on college football during its first day of the 2026 season.
