Sportsbooks and Prediction Markets Compete for World Cup Betting Customers

The 2026 FIFA World Cup is expected to be the biggest sports betting event in US history. Sportsbooks including BetMGM, DraftKings, and FanDuel are competing with prediction market platforms Kalshi and Polymarket for new customers.

With the tournament in North America, operators hope to attract first-time bettors.

Sportsbooks Turn to Soccer Stars

To stand out from competitors, sportsbooks are using well-known soccer personalities in their marketing campaigns.

DraftKings features former Mexico and Manchester United star Javier “Chicharito” Hernández. FanDuel is promoting the tournament with former US national team player Landon Donovan. BetMGM has partnered with former US goalkeeper Tim Howard.

These celebrity partnerships are designed to work across digital platforms, where most betting companies now spend the majority of their marketing budgets. According to Prevost, 80% to 90% of BetMGM’s World Cup advertising budget will go toward digital channels such as connected TV, online video, display advertising, and social media.

Prediction Markets Join the Competition

Kalshi and Polymarket are also using the World Cup to increase awareness of their brands.

Kalshi launched a campaign featuring former Brazilian defender Marcelo, along with soccer stars Ángel Di María and Rio Ferdinand. The company also created a separate promotion with actor Timothée Chalamet to reach audiences beyond sports fans.

Kalshi Head of Growth Keaton Inglis said the company is focusing on platforms such as YouTube, Instagram, and Facebook. The campaign was developed in about a month and is aimed at attracting new users while building long-term brand recognition.

Dealing With Different State Rules

One of the biggest challenges for US sportsbooks is the country’s complex gambling regulations. Since states have different rules, operators cannot rely on one national advertising campaign.

Instead, they must adjust their marketing strategies for each state. Prevost said promotions in states like North Carolina or Kansas may be very different from those in Michigan.

To manage these differences, BetMGM recently partnered with an AI-powered media analytics company. The technology helps the sportsbook track performance in individual markets and make changes quickly when needed.

Focusing on Long-Term Customers, and Looking Ahead

Fanatics Betting & Gaming is taking a different approach. Rather than focusing only on gaining new users, the company is concentrating on customer lifetime value, which is the total amount a customer may spend over time.

Director of Paid Marketing Andy Magnes said Fanatics uses algorithms to identify the audiences most likely to become valuable long-term customers. The company is moving away from broad customer acquisition strategies and toward more targeted, data-driven marketing.

The 2026 World Cup will be an important test for both sportsbooks and prediction market platforms. Operators are trying to grow their customer bases, while companies like Kalshi hope to turn tournament interest into lasting market share.

As betting companies invest in AI tools, digital advertising, and customer analytics, the marketing strategies developed for this World Cup could influence how the industry promotes major sporting events for years to come.