Over a hundred million people will likely tune in to watch the Seattle Seahawks and New England Patriots in Super Bowl LX on Sunday, Feb. 8. While people will be able to bet on the game and place wagers on prediction markets, these two areas are getting different treatment by the National Football League for the big game.
NFL Says No to Prediction Markets Super Bowl Commercials
While many NFL fans tune into the Super Bowl to see the game and bet on outcomes, some fans are more excited about the numerous companies that shell out millions of dollars for Super Bowl commercials.
Super Bowl commercials often feature celebrities, reunions, comedic elements, and other elements that can make ads go viral and create significant brand awareness for companies.
The NFL has allowed sports betting companies like DraftKings Inc (NASDAQ:DKNG), Flutter Entertainment (NYSE:FLUT) and BetMGM, which is co-owned by MGM Resorts International (NYSE:MGM), to buy Super Bowl commercials.
This year, the NFL will not allow prediction markets like Kalshi and Polymarket to advertise during Super Bowl LX, according to a report from FrontOfficeSports.
The NFL is placing prediction markets in the same category as firearms and tobacco as members of the prohibited categories list for advertising during the Super Bowl.
According to the report, prediction markets have been on the prohibited list for the entire 2025 NFL season.
While other leagues have signed partnerships with prediction market companies, the NFL has kept its distance. The league has expressed concerns about the integrity of the game through prediction markets and the lack of safeguards from prediction market companies, compared to regulated sports betting companies.
While consumers won't see any ads from Kalshi or Polymarket in Super Bowl LX, they will likely see ads from sports betting companies. DraftKings is expected to air at least one ad during the big game and FanDuel, which is owned by Flutter, is expected to have an ad before the start of the game.
Super Bowl Commercials Mean Big Business
Companies are shelling out between $8 to $10 million for 30-second Super Bowl commercials with NFL media partner Comcast Corporation (NASDAQ:CMCSA) this year.
While it is unknown if Kalshi or Polymarket had planned on buying an ad, they can't. The good news for Comcast is that there is likely no shortage of companies that want ad placements.
While Kalshi and Polymarket won't advertise during the game, they will allow many prediction markets on the game’s outcome and other sports outcomes. The companies are also taking wagers on Super Bowl commercials, which has prompted some concerns over insider trading.
Kalshi has a market for which brands will advertising during the big game. Some companies are already listed at 98% or 99%, including PepsiCo (NASDAQ:PEP), Hims & Hers (NYSE:HIMS) and Liquid Death.
Other companies like Coinbase and Netflix have odds of 64% and 63%.
Many companies announce they will run advertisements before the game, and some even release their Super Bowl commercials before Sunday's game.
With company executives and advertising agents already knowing if their company is taking part in a Super Bowl commercial, employees would be able to bet on their company having a Super Bowl commercial and profit on a prediction market outcome.
Until more safeguards and regulations for prediction markets are in place, the NFL will likely stay away, even if it means missing out on millions of dollars.
Photo: Shutterstock
