Prediction markets have exploded in popularity over the past year, drawing massive investment and mainstream attention. Platforms like Kalshi and Polymarket have raised billions of dollars, while major sports betting operators such as DraftKings and FanDuel have launched their own prediction-style products.
Yet despite their rapid growth and deep pockets, prediction markets will be noticeably absent from the advertising lineup during Super Bowl LX on February 8.
Prediction Markets Added to NFL’s Prohibited Ad Categories
According to sources familiar with the matter, prediction markets are officially classified as a prohibited advertising category by the National Football League. The restriction applies to all NFL broadcasts and was implemented prior to the 2025 season.
While the NFL does not publicly release its full prohibited list, known restricted categories include tobacco, pornography, firearms, and other controversial products. Prediction markets were quietly added alongside them, ensuring they will not appear in Super Bowl commercials or regular-season broadcasts.
Why the NFL Opposes Prediction Markets
The NFL’s resistance stands in contrast to other leagues, such as the NHL and MLS, which have embraced prediction-market partnerships. The league has repeatedly cited game integrity concerns as the primary reason for its stance.
Specifically, the NFL argues that sports event contracts used in prediction markets lack key safeguards required in regulated sports betting, including:
- Protections against easily manipulated markets
- Mandatory use of official league data
- Oversight mechanisms designed to prevent integrity risks
These concerns have led the league to treat prediction markets differently from traditional sportsbooks.
Sports Betting Ads Still Allowed — With Limits
Notably, sports betting itself is not banned from the Super Bowl. However, the NFL is enforcing tighter controls on gambling-related advertising. Reports indicate that no more than six sports betting commercials will be allowed during this year’s broadcast.
DraftKings is expected to air a Super Bowl ad, while FanDuel is reportedly running advertising before kickoff. Other companies with prediction-market products may still advertise unrelated services, but not prediction markets specifically.
The High Stakes of Super Bowl Advertising
The Super Bowl remains the most-watched television event in the United States. Last year’s game averaged nearly 128 million viewers across platforms, setting a new all-time record. For Super Bowl LX, broadcast on NBC, 30-second ad spots have reportedly reached as high as $10 million.
Given their recent funding rounds—Kalshi announced $1 billion in new funding, while Polymarket secured up to $2 billion in backing from the New York Stock Exchange operator—prediction-market companies could easily afford Super Bowl ads if permitted.
Irony: Prediction Markets Betting on Super Bowl Ads
Despite being barred from advertising during the game, prediction markets are actively trading on which brands will advertise during Super Bowl LX.
Kalshi hosts a market on Super Bowl advertisers that has generated nearly $1.2 million in trading volume, with brands like Pepsi and Liquid Death among the favorites. Polymarket’s international platform also offers similar markets, though with significantly lower volume.
Could Prediction Market Ads Still Slip Through?
While national Super Bowl broadcasts strictly enforce prohibited categories, local TV affiliates sometimes run different commercials. Historically, unconventional or controversial ads have appeared through local or post-game placements.
That said, any appearance of a prediction-market ad during Super Bowl LX would likely be rare and limited to specific local markets rather than the national broadcast.
The Bottom Line
Prediction markets may be booming, but the NFL is drawing a firm line. By banning prediction-market advertising from Super Bowl LX and all league broadcasts, the NFL is signaling that integrity concerns outweigh commercial opportunity—at least for now. As prediction markets continue to grow and evolve, pressure may mount on the league to revisit its stance, but for this Super Bowl, they remain firmly on the sidelines.