Published on: January 29, 2026, 07:48h.
Updated on: January 29, 2026, 07:48h.
- League expands banned advertiser roster to include prediction markets
- DraftKings and FanDuel will continue to promote their sportsbooks
Fans eagerly awaiting Super Bowl commercials will be disappointed, as the NFL has declared that no ads will be aired from Kalshi, Polymarket, or similar prediction markets during the event.
Multiple sources reported on Thursday that the NFL has included prediction markets in its list of forbidden advertisers, which also encompasses sectors like adult entertainment, firearms, and tobacco.
Although NFL games have significantly increased the volume for prediction markets, the league has adopted a stringent stance against contracts related to sports events, labeling such derivatives as unregulated gambling that could jeopardize the integrity of the league and its games. This has led to a ban on players and staff from engaging in prediction markets.
This stands in contrast to other leagues like the NHL and Major League Soccer (MLS), both of which have welcomed prediction markets. The NHL has established partnerships with Kalshi and Polymarket, while MLS announced a collaboration with Polymarket earlier this week.
Established Betting Brands Continue Super Bowl Promotions
While Kalshi, Polymarket, and their counterparts are absent from Super Bowl advertising, their competitors in the sportsbook arena will promote their businesses.
For instance, Fanatics Sportsbook is generating excitement with a campaign that humorously references the “Kendall Jenner curse.” Both FanDuel and DraftKings, the top online sportsbooks in the U.S. that recently ventured into the prediction market sector, are expected to air ads during the Super Bowl, with FanDuel rumored to have a pregame spot planned.
Currently, the list of advertisers for the Super Bowl does not feature other gaming entities; instead, it showcases well-known brands like Budweiser, Google, Instacart, Pepsi, Toyota, Uber Eats, Wegovy, and Wix, among others.
Financial Upside for Prediction Markets from Super Bowl Ad Ban
If there’s a silver lining for prediction markets in light of the NFL’s advertising restrictions, it’s that these businesses—some of which are well-backed startups—will save a significant amount of money. The Super Bowl has traditionally served as a high-profile opportunity for launching new advertising campaigns, and pricing reflects this trend.
Reports indicate that 30-second advertising slots for the upcoming Super Bowl, scheduled for broadcast on NBC on February 8, are priced between $8 million and $10 million. At the higher end, advertisers could be spending a staggering $243,000 per second for ad time.
It’s worth noting the inflation trend: a 30-second commercial during the inaugural Super Bowl cost a mere $37,500. If the $10 million price point proves accurate, it suggests the cost has surged nearly twofold in the last decade.