Prediction-market ad blitz faces backlash ahead of NFL season
Polymarket, Betr and Novig have turned to celebrity-led campaigns as the NFL season begins, despite the league’s opposition to partnerships with prediction markets.
Prediction-market platforms have launched prominent advertising campaigns ahead of the NFL season, seeking attention through high-profile athletes, actors and celebrities despite the league’s opposition to partnerships with such markets.
Polymarket’s campaign features LeBron James, Derek Jeter, Eli Manning and other sports figures and celebrities. Betr has reunited Jeremy Piven and Adrian Grenier in a commercial for its service, which combines prediction-market trading, social casino games and other features. Betr’s event contracts are powered by Polymarket.
Novig has also released a provocative advertisement featuring Sydney Sweeney. The campaigns have attracted significant online attention, with criticism focused in part on gambling promotions and the involvement of wealthy, influential athletes.
Entourage creator Doug Ellin criticised Betr’s commercial, calling it “trash and theft”. Betr rejected the criticism and said the campaign generated nearly 10 million organic social views in less than 24 hours.
Front Office Sports reported that the Betr commercial and shorter versions would be distributed widely across multiple channels during the NFL season. It remains unclear whether the advertisement will appear on linear television.
Social-media analysis cited by the report indicated that posts about Polymarket’s campaign received some negative reaction, including objections to its gambling tie-in and questions about the participation of prominent athletes.
