Kalshi become an official partner of the FIFA World Cup through a deal with ADI Predictstreet, adding one of the industry’s largest trading platforms to the tournament’s official prediction market partnership.
The New York Times first reported the deal Friday, saying Kalshi will route international trading volume to ADI Predictstreet’s platform as part of the arrangement. Kalshi appeared to briefly confirm the partnership in a now-deleted post on X, where it described itself as “the official partner of the FIFA World Cup.”
Kalshi and ADI later confirmed the deal in a press release, describing it as a “strategic branding and product partnership” to expand their global prediction market footprint during the World Cup and beyond. Kalshi then reposted its announcement video on X, clarifying it was partnering with ADI Predictstreet.
The partnership comes as prediction market operators increasingly compete for soccer partnerships alongside surging World Cup trading volumes. Kalshi has reported billions of dollars in World Cup trading during the tournament, while rival Polymarket has assembled a growing portfolio of partnerships with major soccer leagues and media platforms.
“The World Cup is the largest stage for any brand,” Kalshi CEO Tarek Mansour said in the release. “We see this as a massive opportunity to increase global awareness and fan engagement.”
How the ADI partnership works
The structure of the deal is more complex than that of a standard sponsorship.
FIFA named ADI Predictstreet its official prediction market partner in April, giving the Abu Dhabi-based company a prominent role around the 2026 World Cup despite its limited public profile and lack of a consumer-facing U.S. trading platform. ADI’s logo has appeared throughout the tournament on stadium screens and broadcasts, but its own World Cup markets have drawn far less activity than Kalshi’s.
Kalshi’s deal effectively adds the larger prediction market brand to ADI’s existing FIFA relationship. The news release said Kalshi will be co-branded alongside ADI Predictstreet in stadium, TV and online placements heading into the tournament’s imminent knockout stage. It also said Kalshi will provide market expansion to ADI Predictstreet’s platform over the longer term.
The structure is similar to ADI’s deal with Fanatics Markets, which launched a FIFA World Cup hub in May through a partnership with ADI. In that case, ADI brought the FIFA relationship and official branding, while Fanatics supplied the consumer-facing U.S. product. The actual Fanatics contracts, however, remained on Crypto.com | Derivatives North America (CDNA) rather than ADI Predictstreet.
Kalshi’s arrangement appears different in one key way. According to the Times, international volume will be routed to ADI’s platform, while U.S. World Cup exposure could still benefit Kalshi’s own exchange. The Times reported that Kalshi’s brand will appear on pitch-side advertising boards at World Cup matches, as well as on TV and online. Because ADI Predictstreet does not operate a consumer-facing platform under its own brand in the U.S., that domestic visibility could give Kalshi a clearer path to turn the FIFA tie-up into U.S. customer acquisition and trading activity.
Financial terms of the Kalshi/ADI agreement were not disclosed. Front Office Sports reporter Ben Horney reported Friday that Kalshi is paying ADI Predictstreet under the deal, though the terms remain unclear. Bloomberg reported in April that ADI’s original FIFA prediction market partnership was worth about $150 million.
Horney also reported that sources told him Kalshi and Polymarket had previously been in the running for the FIFA partnership but balked at the reported price tag for what amounts to a temporary partnership during the World Cup.
ADI’s World Cup markets lag Kalshi
ADI Predictstreet has received heavy visibility during the World Cup, but its own markets appear to have generated limited volume compared with Kalshi. ADI’s World Cup winner market showed about $58,600 in volume Friday morning, while one of its stronger visible markets, a contract on which nations would reach the final, showed about $287,000.
Kalshi’s comparable World Cup winner market showed more than $583 million in volume, underscoring the gap between ADI’s official FIFA exposure and Kalshi’s trading scale.
That gap helps explain the logic of the partnership. ADI has the official tournament relationship, but Kalshi has the liquidity and users.
ADI’s own statement framed the partnership as an effort to turn the FIFA visibility into a much larger global prediction market audience.
“This is a transformational moment for our industry,” ADI Predictstreet CEO Rossen Yordanov said in the release. “Kalshi has built one of the most recognized prediction market platforms in the world [and] together we have an extraordinary opportunity to leverage ADI Chain’s capabilities to introduce prediction markets to millions of new users through football’s biggest stage.
“Our ambition extends far beyond the World Cup. We are building the foundations for a truly global prediction market ecosystem powered by world-class technology.”
World Cup fuels record trading
The FIFA partnership comes as Kalshi continues to post record trading activity during the World Cup.
The prediction market has repeatedly broken its own daily, weekly and monthly volume records since the tournament began, fueled by heavy interest in soccer markets and broader event contracts. The Times reported that Kalshi handled nearly $10 billion in World Cup trading during the tournament’s first two weeks and has averaged more than $1.6 billion in daily volume during the competition.
The surge helps explain the timing of the partnership. Kalshi already has the trading activity. The FIFA deal gives the company an opportunity to pair that momentum with official World Cup branding and broader consumer exposure.
Prediction markets chase soccer exposure
The FIFA deal is the latest sign that prediction market operators are treating soccer as a key customer acquisition channel.
Kalshi has leaned heavily into the World Cup, including partnerships with the Argentina Football Association and Lionel Messi, as well as the Croatian Football Federation and Luka Modrić. The company has also rebranded its app around the tournament, listing it in Apple’s App Store as “Kalshi: Trade the Cup.”
Polymarket has pursued a broader league-focused soccer strategy. The company has announced partnerships with MLS, Leagues Cup, Liga MX, La Liga, Serie A, Bundesliga and OneFootball, positioning itself around both U.S. and international soccer audiences.
Together, the deals show how prediction market platforms are moving beyond simple market listings and into sports marketing, sponsorships and distribution. With World Cup trading already driving record activity, the competition is increasingly about who can turn soccer’s global audience into long-term prediction market users.
This story has been updated to include additional details and executive quotes from the Kalshi and ADI Predictstreet announcement.
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