(AsiaGameHub) – Novig is the newest prediction market to form a partnership with a sports league, teaming up with LIV Golf just before The Masters begins today at Augusta National.
Novig’s logo is featured on the sleeves of seven players, which include past Masters winners Jon Rahm, Dustin Johnson, Sergio Garcia, and Charl Schwartzel.
This represents the first time a prediction market has been activated at a professional golf tournament, though such markets have been active in other sports.
Here is a look at the list of prediction market partnerships in this sponsorship tracker, which will be updated regularly.
Sponsorship Tracker: Prediction Markets & Sports Leagues
The NHL was the first major sports league to partner with a prediction market, announcing multi-year agreements with both Kalshi and Polymarket in October 2025.
NHL: Kalshi & Polymarket
Although Kalshi had a prior partnership with Pickleball, this joint deal with Polymarket and the NHL helped establish the legitimacy of prediction markets in the United States.
“Collaborating with the NHL is a significant milestone for Kalshi and the broader industry,” stated Kalshi CEO Tarek Mansour. “Having a league of the NHL’s stature embrace Kalshi speaks to the integrity, safety, and consumer trust we have built over years of pioneering this asset class. It should now be evident that prediction markets are a permanent fixture.”
MLB: Polymarket
Announced last month, this partnership signaled a major strategic shift for Major League Baseball.
MLB had previously circulated a memo to players indicating that trading contracts related to baseball events would break league rules. MLB Commissioner Rob Manfred positioned the agreement as a way to safeguard the game’s integrity through federal oversight.
“The new agreements we established with Polymarket and the CFTC are essential steps in proactively overseeing the emerging and fast-expanding prediction market sector,” Manfred said. “Safeguarding the integrity of on-field competition is our foremost concern. By participating in this space, we can collaborate to set clear limits aimed at reducing risk while also creating opportunities for fan interaction.”
MLS: Polymarket
Under this deal announced in January, Polymarket was named the official and exclusive prediction market for MLS, the MLS All-Star Game, the Audi-presented MLS Cup, and the Leagues Cup.
“With soccer’s fanbase in the U.S. continually expanding and changing, supporters are seeking novel methods to connect more profoundly with the sport,” explained Shayne Coplan, Founder & CEO of Polymarket. “Our collaboration with MLS and Leagues Cup allows us to reveal real-time collective opinions on pivotal moments, matches, and season-long narratives, offering fans a more interactive, data-informed way to enjoy the game.”
In a curious and separate development soon after, MLS imposed lifetime bans on players Derrick Jones and Yaw Yeboah after discovering they had wagered on matches, including their own, during 2024 and 2025.
LaLiga: Polymarket
LaLiga made history last week as the first European soccer league to partner with a prediction market, revealing a multi-year agreement with Polymarket.
The league intends to use this partnership to enhance its profile in North America as soccer’s popularity rises there. Similar to MLS, La Liga emphasized that integrity safeguards, including independent oversight of trading, are integral to the arrangement.
UFC: Polymarket
This agreement was finalized last November when TKO Holdings, the parent company of UFC, declared that Polymarket’s prediction market odds would be incorporated into live broadcasts.
“Our partnership with Shayne and the Polymarket team opens up a new aspect of fan involvement,” stated TKO Holdings CEO Ari Emanuel.
A “fan prediction scoreboard” displays real-time market activity during live UFC fights.
FIFA: ADIPredictstreet
In what could be considered the strangest partnership, FIFA last week appointed Gibraltar-based ADI Predictstreet as its official prediction market partner for the World Cup.
This is notable because ADI Predictstreet is licensed solely in Gibraltar and has not yet launched a functional website or application. Currently, the firm can only cater to Gibraltar’s 36,000 inhabitants.
Integrity monitoring was again highlighted as a crucial element of the deal.
“ADI Predictstreet’s operations for the FIFA World Cup will function in compliance with FIFA’s regulatory and integrity structures, implementing a thorough integrity monitoring framework that features real-time surveillance of questionable trading activity and organized systems for sharing information and reporting,” FIFA stated. “These measures will guarantee transparency, fairness, and participant protection.”
Ajay Hans Raj Bhatia, a Principal Council Member of ADI Predictstreet, faced prior insider trading allegations from India’s Securities and Exchange Board. He consented to a six-month trading prohibition and a payment of roughly $170,000 to resolve the case.
FIFA is just over ten years past its most significant scandal. The 2015 “FifaGate” led to 14 individuals facing charges including racketeering, wire fraud, and money laundering conspiracies.
Senior FIFA officials, CONCACAF presidents, and sports marketing executives from the U.S. and South America were convicted after over $150 million in bribes and kickbacks were utilized to obtain profitable media and marketing rights for international soccer tournaments.
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