Key Moments:
- The NFL has added prediction markets to its list of prohibited Super Bowl advertisers.
- However, FanDuel and DraftKings will still promote their sportsbook platforms during the game.
- Meanwhile, 30-second Super Bowl ads have climbed to as much as $10 million for spots airing on NBC on Feb. 8.
NFL Blocks Prediction Market Companies from Super Bowl Ads
Super Bowl viewers hoping to see commercials from prediction market firms such as Kalshi and Polymarket will likely be disappointed. Under a newly updated NFL policy, the league now bars these companies from advertising during the game. In addition, the NFL has grouped prediction markets with other restricted industries, including adult entertainment, firearms manufacturing, and tobacco.
Although prediction markets have grown in popularity—partly due to NFL viewership—the league continues to oppose sports event contracts. Specifically, the NFL argues that these products function as unregulated gambling and could threaten game integrity. As a result, the league prohibits all players and staff from participating in prediction markets.
REPORT: The NFL won't allow commercials for prediction markets during Super Bowl LX, per @FOS pic.twitter.com/O5akduNBHg
— Ahn Fire Digital (@AhnFireDigital) January 29, 2026
Contrasting Approaches from Other Leagues
In contrast, other professional sports leagues have taken a more permissive approach. For example, both the NHL and Major League Soccer (MLS) have recently partnered with prediction market operators. The NHL has established formal agreements with Kalshi and Polymarket. Meanwhile, MLS announced a new marketing partnership with Polymarket earlier this week.
Sportsbooks Retain Their Advertising Presence
While prediction market firms will remain absent from Super Bowl advertising, major sportsbook brands are moving ahead with their campaigns. For instance, Fanatics Sportsbook has already generated buzz with a campaign centered on the Kendall Jenner “curse.”
Additionally, FanDuel and DraftKings—the two largest online sportsbooks in the United States—will air commercials focused on their core sports betting platforms. Although both companies have recently entered the prediction markets space, their Super Bowl ads will highlight traditional sportsbook offerings. Notably, FanDuel, which operates under Flutter Entertainment, is expected to run a pregame commercial.
At this time, the Super Bowl advertiser lineup does not include other gaming operators. However, brands such as Budweiser, Google, Instacart, Pepsi, Toyota, Uber Eats, Wegovy, and Wix are all scheduled to appear during the broadcast.
Financial Implications for Prediction Market Firms
Despite losing access to Super Bowl advertising, prediction market companies may still benefit financially. After all, the cost of Super Bowl ads continues to soar. According to reports, 30-second spots on NBC for the Feb.
- Author
Daniel Williams
