By
June 19, 2026 / 12:28 PM EDT
/ CBS News
Add CBS News on Google
Prediction markets are betting that celebrity endorsements will help attract more users.Kalshi, a trading platform that surged in popularity during the 2024 presidential election, has recently released a slew of celebrity advertisements featuring famous athletes as it seeks to capitalize on the hype around the NBA Finals and the FIFA World Cup. The push could drive more people to Kalshi, where most wagers are driven by sporting events, according to Elizabeth "Zab" Johnson, a visual marketing professor at the University of Pennsylvania's Wharton School."The platform is about sports betting and predictions, so they also know that they're capitalizing on a market that's happening right now," she told CBS News. A Kalshi spokesperson said the World Cup was a natural time to roll out new campaigns, given its cultural significance and impact on the sports world. The goal of the celebrity ads is to drive brand awareness, the spokesperson added. "There's a lot of merit in having them post, because they have a lot of fans," the spokesperson told CBS News.One recent addition to Kalshi's roster of celebrity partners is soccer phenom Lionel Messi. He is part of a larger partnership with the Asociación del Fútbol Argentino, the governing body of Argentina's national football team. The platform also recently struck a multi-year deal with actor Timothée Chalamet, who has been a fixture at Knicks games.
