Kalshi Inks Sponsorship Deal with ‘NFL on FOX’ Show
The prediction market platform Kalshi has secured a sponsorship deal with “Rearview,” a podcast on the “NFL on FOX” network hosted by the former quarterback Mark Sanchez.
An Indirect but Powerful NFL Connection
The partnership is not a direct deal with the NFL itself, a crucial distinction given the league’s stance on prediction markets. Instead, Kalshi is sponsoring a show that is part of the “NFL on FOX” media umbrella, a move that allows it to align its brand with the league’s content without a formal endorsement.
The integration has been minimal so far, but it has already produced some notable promotional content. In one video posted to social media, Sanchez and the current Los Angeles Chargers quarterback, Justin Herbert, were featured discussing who would play in the 2026 Super Bowl, a market that is actively traded on the Kalshi platform.
A Controversial Partnership and a Blurring of Lines
The involvement of an active NFL player like Justin Herbert in a Kalshi-sponsored promotion is a particularly contentious aspect of the partnership. While it may not be a direct violation of the NFL’s gambling policy, it certainly pushes the boundaries and raises questions about whether the league is comfortable with its players being associated with these platforms.
The situation is further complicated by Kalshi’s own alleged actions. The company has reportedly been criticized for using player images and even the official NFL brand in its marketing materials without permission from the league or the players’ association.
Kalshi’s Evolution into a Sports Betting Look-Alike
Adding to the complexity is the evolution of Kalshi’s product itself. The platform, which operates as a federally regulated derivatives exchange, has increasingly moved toward offering markets that are functionally identical to traditional sports bets.
Kalshi’s offerings are now dominated by simple, “straight-up” wagers, such as “who will win” a game, as well as a range of player and game prop bets. The company has also started to adopt the language of the sports betting industry, using terms like “bet” and “wager” in its user interface.
This product evolution makes it increasingly difficult to distinguish Kalshi from a traditional sportsbook, a fact that is not lost on the NFL. However, the partnership with a major NFL broadcast partner like FOX creates a complex and potentially awkward situation for the league.
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