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Each year, the start of the NFL season gives bonus hunters an opportunity to take advantage of generous offers from leading operators as the companies engage in a customer acquisition bonanza.
Given the rise of prediction markets, this week arguably represents the most frenzied campaign since the historic PASPA decision in 2018. Buttressed by massive capital injection from substantial funding rounds, operators have spent handsomely on celebrity endorsements. Over the last week, ads featuring LeBron James, Sydney Sweeney, Marshawn Lynch and Jeremy Piven have showered the airwaves. Even Pete Sampras, who disappeared from the public spotlight for the better part of two decades, resurfaced in a US Open spot for Kalshi.
While Polymarket pulled off a coup with the signings of James, Eli Manning and Derek Jeter, a Novig ad featuring Sweeney arguably received as much fanfare. Sweeney, an Emmy Award-nominated actress known for her role in HBO’s Euphoria series, stars in the spot titled “Just Sports.” As of Friday afternoon, the Novig post on social media platform X received at least nine million views.
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The advisory could be music to the ears of NFL Commissioner Roger Goodell, whose league has pushed a federal derivatives regulator in the US to enact more rigorous standards to help protect the integrity of professional sports. Ahead of the matchup, Goodell spoke with CNBC from Melbourne.
“We think there needs to be stronger regulations into the predictive markets,” he said. “We want to see that to protect the integrity of our game – we want to make sure we are protecting the consumers that are on those platforms.”
Despite a rapid ascension throughout the US, Kalshi has been relatively mum on potential international expansion down the road. There is some sentiment that Kalshi will wait to build abroad until after the completion of an initial public offering. At present, Kalshi has sought a valuation of around $44 billion.
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Genius signed deals with both Polymarket and Kalshi in August, to provide real-time event data and league integrity services, as well as streaming services. Fellow data provider Sportradar also announced similar multi-year partnerships with both Kalshi and Polymarket in June.
Initial reaction from investors was largely unfavourable. Genius shares plunged 13% on 18 Sept., falling 17% for the week. The data provider closed the session at $5.64 per share, well below the $6.19 price when it announced the Legend acquisition in February.
The launch of Prediction.com comes amid a strategic integration phase following Genius Sports’ acquisition of Legend.
