NFL Bars Prediction Market Ads From Super Bowl LX Broadcast
The NFL won't allow sports prediction market commercials during Super Bowl LX on Feb. 8, barring the emerging platforms from advertising during the nation's most-watched television event.
The platforms are included on the league’s prohibited advertising list, according to Front Office Sports. The NFL has reportedly held this stance since before the 2025 season began in September. While the prohibited advertising list is not public, it reportedly includes industries such as firearms, tobacco, and pornography.
Traditional sportsbook operators, in contrast, can run commercials during the Super Bowl. Fanatics Sportsbook confirmed it will air a 30-second ad at halftime featuring Kendall Jenner. Reportedly, FanDuel will also air its commercial before kickoff. BetMGM and DraftKings offered no indication whether they will follow suit.
However, local broadcast affiliates occasionally run ads different from those on the national broadcast. That means prediction market spots could still air regionally despite the league’s national ban.
NBC revealed that 30-second Super Bowl LX spots will cost up to $10 million, underscoring the game’s value to advertisers. Last year’s game was the most-watched U.S. television event in history. It drew 128 million viewers for the Philadelphia Eagles’ win over the Kansas City Chiefs.
NFL Signals Opposition to Prediction Markets
The NFL outlined its concerns about prediction markets in December. The league’s Executive Vice President, Jeff Miller, provided written testimony to the House Committee on Agriculture.
He raised questions about how prediction markets might affect game integrity. He said the NFL is “particularly troubled” by how these platforms launched in markets without legal sports betting.
Miller highlighted that prediction market platforms lack key safeguards, including integrity monitoring and market blocking to prevent easy manipulation. He also cited the absence of problem gambling support.
In addition, speaking at the Genius Sports Investors Day in December, Commissioner Roger Goodell said the league will wait for clearer regulations and the outcomes of ongoing litigation before it can consider engaging with prediction markets. He reiterated that integrity is “incredibly important” for the NFL.
Meanwhile, FanDuel, DraftKings, Caesars, and BetMGM are all official NFL sports betting partners. They must follow strict advertising rules under these agreements. The deals reportedly generate hundreds of millions of dollars annually for the NFL.
While the NCAA has also taken a similar stand to the NFL, smaller sports leagues are embracing prediction markets. The NHL signed official partnerships with Kalshi and Polymarket in October. The MLS announced on Jan. 26 that it partnered with Polymarket.
History of Changing Its Position
The NFL has reversed course on gambling before. For decades, the league sought to distance itself entirely from the industry.
Las Vegas only got an NFL franchise in 2017 when the Raiders received approval to relocate, a move long resisted because of the city’s ties to underground betting and mob influence.
The NFL was so adamant about avoiding any association that it blocked Las Vegas tourism ads during games. The biggest flashpoint came in 2003, when the league banned a Super Bowl ad promoting tourism in Las Vegas, seeking to project a clean, family-friendly image.
The Supreme Court’s decision in May 2018 to end the federal ban on sports betting marked a key turning point. The NFL initially was cautious and demanded a cut from every legal wager through “integrity fees.” Over time, the league softened its stance.
The NFL relaxed its rules in February 2020, allowing teams to sign local sportsbook deals. The league announced its first official sportsbook partners in April 2021. Franchises then began adding sportsbooks and betting lounges to their stadiums.
The fundamental psychological shift for fans came in September 2021, when sportsbook ads became commonplace during commercial breaks.
Prediction Sites Focus on Customer Acquisition
Although the NFL has ruled out Super Bowl commercials, prediction market sites are ramping up their customer acquisition efforts ahead of the Feb. 8 game. Webull announced on Jan. 27 that it’s offering $0 commission fees for Super Bowl-related trades. It usually charges a flat $0.02 per contract, or $2 for a $100 wager.
Meanwhile, DraftKings and FanDuel are preparing to launch parlay-style prediction products ahead of the game, a move that could pull bettors away from traditional sportsbooks. Both rely on CME Group, which submitted the products to the CFTC for certification on Jan. 27.
This year marks the first Super Bowl in which regulated prediction markets are expected to operate alongside traditional sportsbooks. Citizens Financial Group analysts forecasted a 2% drop in legal sportsbook handle for the event. They believe the popularity of prediction sites will eat into betting activity, resulting in a total handle of $1.5 billion.
Super Bowl LX highlights growing tensions in the sports wagering landscape. For now, the league continues to treat prediction markets differently from traditional sportsbooks, underscoring the regulatory and commercial gap the sector still faces.
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