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Add us on GoogleKalshi, the prediction market website that allows users to bet on the outcomes of various current events, from sports to politics, is sliding into a big-league marketing campaign, announcing plans to partner with five Major League Baseball teams — and it could have a bigger deal with the league in the works.
The company has signed exclusive, multi-year brand partnerships with the Atlanta Braves, Boston Red Sox, Los Angeles Dodgers, San Diego Padres, and San Francisco Giants.
That means fans can expect to see Kalshi signage in stadiums, as well as the social media, online, radio, and fan activities of the partner teams. No stadium sponsorship rights were part of the deal.
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Integrations will vary from team to team. The Dodgers, for instance, will have Kalshi-branded LED signage around Dodger Stadium. The prediction market will also have naming rights for the stadium’s Gold Glove Bar.
“The idea is that fans are already engaging with their favorite teams on Kalshi, so it only makes sense to extend that fandom to some of the most beloved baseball teams in America,” said Adam Barrick, head of sports partnerships at Kalshi.
Talks are continuing with MLB about a league-wide deal with Kalshi.
Debate over the definition of gambling
While Kalshi takes great pains to distance itself from the label of a sports wagering site, many users utilize it to place money on their favorite teams. A study earlier this year found that Kalshi would rank as the fourth-largest sportsbook by handle if it were included in the category.
Baseball is an especially popular focus for Kalshi users. The site reports baseball-related trading volume was up 36 times year over year.
Ironically, four of the five teams Kalshi signed a deal with are in two states where the company is in a legal fight over its sports event contracts.
Massachusetts filed suit against the company last September, accusing it of being an “illegal and unsafe sports wagering operation.” Several tribes in California have also filed suit against Kalshi last year for violating a number of laws, including the Indian Gaming Regulatory Act (IGRA), Tribes Gaming Ordinances, and the Racketeer Influenced and Corrupt Organizations Act (RICO).
And earlier this summer, California Attorney General Rob Bonta joined a coalition of attorneys general in a case against Kalshi. That was the seventh time California has joined multistate efforts against prediction markets.
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Federal interest in regulation
It’s not just states looking into the prediction market industry. The Innovation Advisory Committee of the Commodity Futures Trading Commission met last week to begin talks on prediction market regulation.
Those meetings were less focused on sports betting and more on the mention markets, which let people wager on whether celebrities or executives will say certain words on television appearances, in interviews or on earnings calls.
Last October, Coinbase CEO Brian Anderson noted a prediction market mention bet on the company’s earnings call and began reciting a list of words. “I just want to add here the words bitcoin, Ethereum, blockchain, staking and Web3 to make sure we get those in before the end of the call,” he said.
(He later said he was joking and hadn’t made any bets on the call).
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Chris Morris is a veteran journalist with more than 35 years of experience at many of the internet's biggest news outlets. In addition to his activities as a writer, reporter and editor, Chris is also a frequent panel moderator and speaker at major conferences, including CES and South by Southwest.
