NFL Won’t Allow Prediction Market Ads During Super Bowl

• League adds prediction markets to list of prohibited advertisers
• DraftKings, FanDuel will still run sportsbook ads

Fans of Super Bowl commercials shouldn’t expect to see advertisements from Kalshi, Polymarket, and other prediction markets during the big game because the NFL isn’t allowing it.

Several media reports surfaced earlier Thursday indicating the league added prediction markets to its prohibited advertisers list, a group that’s rumored to include industries such adult entertainment, firearms makes, and tobacco.

That’s a departure from the NHL and Major League Soccer (MLS), both of which are embracing prediction markets. The NHL has agreements with Kalshi and Polymarket. Earlier this week, MLS announced a marketing accord with Polymarket.

Familiar Betting Names Still Running Super Bowl Ads

While Kalshi, Polymarket, and friends won’t be running Super Bowl spots, their sportsbook rivals, several of which are in event contracts space, will.

For now, the list of Super Bowl advertisers doesn’t include other gaming companies, but it is chock full of familiar faces such as Budweiser, Google, Instacart, Pepsi, Toyota, Uber Eats, Wegovy, and Wix, among many others.

Prediction Markets Saving Money by Not Running Super Bowl Ads

If there’s a silver lining for prediction market operators in the NFL advertising ban, it’s that those companies — some of which are well-heeled startups — will save some cash. The Super Bowl has long been prime time to roll out new ad campaigns and pricing reflects that status.

Reports suggest 30-second spots for the big game, which will air on NBC on Feb. 8, are selling for $8 million to $10 million. At the high end of that range, advertisers are paying a staggering $243,000 per second for exposure.

Talk about inflation: A 30-second ad during the first edition of the Super Bowl cost just $37,500. If the $10 million figure is accurate, that means the cost has nearly doubled in a decade.