Novig has become the latest prediction market to partner with a sports league, aligning with LIV Golf ahead of The Masters today at Augusta National.
Novig branding appears on the sleeves of seven players, including former Masters champions Jon Rahm, Dustin Johnson, Sergio Garcia, and Charl Schwartzel.
This marks the first-ever activation for a prediction market at a pro golf event, but they have been active across the sports landscape.
Let’s examine the roster of prediction markets in this sponsorship tracker that will be updated going forward.
Sponsorship Tracker: Prediction Markets & Sports Leagues
The NHL became the first major sports league to partner with a prediction market when it announced multi-year deals with both Kalshi and Polymarket in October 2025.
NHL: Kalshi & Polymarket
While Kalshi previously entered a partnership with Pickleball, this joint deal involving Polymarket and the NHL helped legitimize prediction markets in the U.S.
“Teaming up with the NHL is an important milestone for Kalshi and the industry at large,” Kalshi CEO Tarek Mansour said. “To have a league like the NHL embrace Kalshi is a testament to the integrity, safety, and trust with consumers that Kalshi has spent years building during our time pioneering this asset class. It should be clear now – prediction markets are here to stay.”
MLB: Polymarket
This partnership was announced last month, and it marked a major pivot for Major League Baseball.
MLB had previously sent a memo to players stating that trading on baseball-related event contracts would violate MLB rules. MLB Commissioner Rob Manfred framed the deal around protecting the integrity of the game under federal regulation.
“The new agreements that we formed with Polymarket and the CFTC are imperative steps in proactively managing the new and rapidly growing prediction market space,” Manfred said. “Protecting the integrity of the game on the field is our top priority. By engaging in this community, we are able to work together to create clear boundaries with the goal of mitigating risk while providing fan engagement opportunities.”
MLS: Polymarket
In this partnership announced in January, Polymarket became the official and exclusive prediction market for MLS, the MLS All-Star Game, MLS Cup presented by Audi, and the Leagues Cup.
“As soccer’s audience continues to grow and evolve in the U.S., fans are looking for new ways to engage more deeply with the game,” said Shayne Coplan, Founder & CEO of Polymarket. “Through our partnership with MLS and Leagues Cup, we can surface real-time collective sentiment around key moments, matches, and season-long storylines, giving fans a more interactive, data-driven way to experience the game.”
In an interesting and unrelated twist, shortly after, MLS issued lifetime bans for players Derrick Jones and Yaw Yeboah after revealing they bet on games, including their own, in 2024 and 2025.
LaLiga: Polymarket
LaLiga became the first European soccer league to partner with a prediction market last week, announcing a multi-year deal with Polymarket.
Through the partnership, LaLiga aims to boost its stature in North America as soccer gains in popularity there. As MLS did, La Liga made it clear that integrity protections are part of the deal, including independent monitoring of trading activity.
UFC: Polymarket
This partnership was consummated last November when UFC’s parent company, TKO Holdings, announced that Polymarket’s prediction market odds would be integrated into live broadcasts.
“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” TKO Holdings CEO Ari Emanuel said.
Real-time market activity can be seen during live UFC bouts within a “fan prediction scoreboard.”
FIFA: ADIPredictstreet
Taking the award for most bizarre partnership, FIFA last week named Gibraltar-based ADI Predictstreet as its official prediction market partner for the World Cup.
This, despite the fact that ADI Predictstreet is only licensed in Gibraltar and hasn’t created a working website or app. Presently, the company can only service the 36,000 residents of Gibraltar.
Integrity monitoring was again mentioned as a key deal component.
“ADI Predictstreet’s activities related to FIFA World Cup will operate in alignment with FIFA’s regulatory and integrity frameworks, incorporating a comprehensive integrity monitoring framework which includes real-time monitoring of suspicious trading activity and structured information sharing and reporting systems,” FIFA said. “These safeguards will ensure transparency, fairness, and the protection of participants.”
Ajay Hans Raj Bhatia, Principal Council Member of ADI Predictstreet, was previously accused of insider trading by India’s Securities and Exchange Board. He agreed to accept a six-month trading ban and pay approximately $170,000 to settle the matter.
FIFA is a little more than a decade removed from its biggest scandal. In 2015, “FifaGate” resulted in 14 individuals being charged with racketeering, wire fraud, and money laundering conspiracies, among other offenses.
High-ranking FIFA officials, CONCACAF presidents, along with U.S. and South American sports marketing executives, were convicted after more than $150 million in bribes and kickbacks were used to secure lucrative media and marketing rights to international soccer tournaments.
