Summary
- Kalshi has partnered with FIFA-associated ADI Predictstreet to enhance visibility during the World Cup.
- Due to a surge in sports betting interest, weekly trading volumes for prediction markets soared to $14.5 billion.
- Companies are ramping up World Cup marketing efforts through campaigns featuring celebrities and athletes.
The much-anticipated FIFA World Cup is significantly boosting the visibility of prediction markets, with record levels of outstanding bets highlighted by a notable partnership between Kalshi and an official World Cup 2026 collaborator.
ADI Predictstreet, which is licensed in Gibraltar and secured a sponsorship deal with FIFA in April, recently announced its collaboration with Kalshi as they approach the knockout stages of the tournament. Both brands will be prominently featured in stadiums, on television, and in online advertisements.
A recent blog post from Andreessen Horowitz, an investor in both Kalshi and Robinhood, reported that weekly trading volumes in prediction markets reached an unprecedented $14.5 billion last week. Additionally, the total value of outstanding bets has set records for three consecutive weeks, reaching $1.6 billion.
According to data from Artemis—which includes Myriad, a prediction market operated by Dastan, the parent company of Decrypt—Kalshi is leading in sports betting. Last week, Kalshi represented 62% of the total trading volume, while Polymarket accounted for 28%.
Both prediction market platforms are enhancing their marketing strategies through advertisements aired during broadcasts. For example, a Polymarket ad features American rapper Future, while Kalshi has partnered with athletes like Croatia’s Luka Modrić in their promotional efforts showcasing the event.
Other companies are also eager to participate in this growing market. DraftKings announced in a press release on Friday the launch of its own prediction market, DKeX, with expectations for its DraftKings Predictions product to expand in the coming month due to increased interest in the World Cup.
As the tournament progresses, some emerging prediction markets are experiencing significant growth as well. Rothera, an exchange that began accepting wagers routed by Robinhood in late May, has seen its weekly trading volumes skyrocket to $805 million from just $2.1 million, according to Artemis.
Recently, analysts from asset management firm Bernstein predicted that the World Cup could represent a pivotal moment for the prediction market industry, observing that both Robinhood and Coinbase are leveraging the tournament to boost their respective services.