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Thirty seconds of airtime during Super Bowl LX will cost advertisers as much as $10 million this year, with NBC expecting more than 120 million viewers to tune in. Yet, prediction market operators won’t be part of the exclusive lineup that fans will be watching.
Despite the sector’s rapid rise, the NFL has kept these companies on its list of banned categories, blocking them from advertising during the biggest broadcast of the year.
Front Office Sports reports that prediction-market ads have been prohibited across NFL games since the start of the 2025 season. The league has reportedly placed them alongside tobacoo, firearms, and pornography on its restricted list, citing concerns about integrity and the lack of safeguards compared to regulated sports betting.
While leagues like the NHL and MLS have welcomed prediction market partnerships, the NFL has continued to maintain its stance.
Sports betting ads allowed with restrictions
While prediction markets are barred from advertising during the Super Bowl, sports betting companies are still permitted, though under strict limits. GamblingHarm.org noted that no more than six sports betting ads will air during this year’s broadcast, keeping the category capped despite its popularity.
Big names are already lined up, with DraftKings expected to run a Super Bowl spot, according to sources who spoke with FOS. FanDuel is also planning an ad before kickoff, with other companies owning prediction market platforms like Coinbase and Robinhood also considering spots to promote different parts of their business, but not prediction markets themselves.
Money not an issue
It’s clear that these platforms can easily afford the priced SuperBowl airtime. In October, the operator of the New York Stock Exchange pledged up to $2 billion for Polymarket, and Kalshi announced $1 billion in new funding in December. Yet, they remain sidelined following uncertainty about their current regulatory stand.
Unsurprisingly, Kalshi has even turned the Super Bowl ad race into a market on its platform, letting users trade on which brands will appear during the game. That market had already reached nearly $1.2 million in volume by Thursday afternoon.
Polymarket’s US app does not offer NFL markets, but its international platform lists contracts tied to the league, the Super Bowl, and the companies expected to advertise.
There is still a chance that prediction market commercials could slip through in some regions. Local affiliates often run different ads than the national broadcast, meaning viewers in certain markets could see content that doesn’t appear on NBC’s main feed.
