Prediction market platform Kalshi has been named as the front-of-shirt sponsor of the Baller League USA.
With roots based in Germany, the Baller League has also managed to grow into the UK and the US, offering a new type of football competition that redesigns traditional playing rules.
The US edition will put Kalshi’s logo on the front of all team kits over the next seasons, leveraging the platform’s live market integrations across all of the league’s US broadcasts.
Additionally, the partnership will also see Kalshi branding appear across stadiums and Baller League games being shown directly on Kalshi channels.
Prediction markets huge in the US…
When it comes to sports sponsorships, deals with gambling companies are usually allowed in North America based on the particular state’s policies.
However, Kalshi is in an interesting spot, as prediction markets are not considered traditional betting nor gambling, but rather fall under the remit of events contracts that are regulated by the Commodity Futures Trading Commission (CFTC). Some state regulators have challenged the rise of prediction platforms, however, with Kalshi involved in litigation with some.
Despite regulatory uncertainties, prediction markets are enjoying a huge popularity in the US, with Kalshi being one of the biggest platforms that offer them, alongside Fanatics Markets, Crypto.com and Polymarket to name a few.
Interest in the region-specific vertical can be seen from abroad. Allwyn, a major European lottery conglomerate, recently announced that it has brokered a deal to acquire US daily fantasy sports platform PrizePicks. Shortly after, PrizePicks announced that it is entering the prediction market space.
Similarly, FanDuel – a major US gambling brand owned by the well-known to UK audiences Flutter Entertainment – announced that it is launching FanDuel Predicts as a direct Kalshi rival.
For context, prediction markets offer odds on various global events – in the US, Polymarket offers markets on whether Russia and Ukraine will broker a ceasefire by the end of this year, or if Trump is going to release the Epstein files.
…but not so much in Europe
The concept of this has somewhat been met with criticism in Europe though, which might explain why the European gambling heavy hitters are focusing their efforts solely on the US.
Belgium, for example, banned Polymarket earlier in February citing unsuitability with local gambling regulations. Last year, the same platform withdrew from France completely as tensions with the local regulator intensified. Germany also issued an official statement cautioning that prediction markets are not fit for purpose with the regulated market there.
The latter is interesting, because as mentioned above, the Baller League first started in Germany, meaning that if it ever wants to expand its US-facing Kalshi partnership in its home country, it will probably land in trouble with the regulator, the GGL.
Although, drawing from all the above, prediction market platforms are becoming less keen on expanding into Europe.
Potential for UK to cash in
However, this does not mean that there are no outliers. Matchbook, a heritage betting exchange, recently told SBC News that it is preparing to launch its own prediction markets platform in the UK – focusing on British politics and entertainment markets.
Depending on how this gets received, the UK could prove a popular destination for other similar US-based offers. Kalshi and the likes will certainly keep a close eye. If things go smooth for Matchbook, the Baller League might bring its Kalshi partnership over to the UK.
There’s one caveat, however. Given that the competition is designed to attract young audiences through its use of influencers and big name content streamers, having a prediction markets platform – although still not officially recognised as gambling, unless regulations are changed – as a front-of-shirt partner might bring the wrath of the UK Advertising Standards Authority (ASA), which takes great care when it comes to gambling marketing.
One last interesting scenario to look forward to if Kalshi and the Baller League do get to enter the UK is the aftereffect of the voluntary Premier League front-of-shirt gambling ban starting next season.
Public and political pressure on betting marketing remains heavy, and there is a strong chance further restrictions on betting’s visibility in sport could spill over to other football and sports leagues as well.
And again, although Kalshi’s offer will not be considered gambling under the current UK rulebook, the Kalshi-branded Baller League kits are certain to spark some sort of a public discourse.
Prediction market platform Kalshi has been named as the front-of-shirt sponsor of the Baller League USA. With roots based in Germany, the Baller League has also managed to grow into the UK and the US, offering a new type of football competition that redesigns traditional playing rules. The US edition will put Kalshi’s logo on …