by Joel Pattison
Sports Content Executive
5 February 2025
As the Kansas City Chiefs chase an unprecedented three-peat and the Philadelphia Eagles seek redemption following their narrow 38-35 defeat against Andy Reid’s men two years ago in Super Bowl LIX at the iconic Ceasars Superdome in New Orleans this Sunday (Feb 9), the sports betting landscape is bracing for a seismic shift.
With sportsbooks now legal in 40 states—including the homes of the two participating franchises—traditional operators like FanDuel, DraftKings, and Caesars Sportsbook are preparing for another record-breaking year of wagers, set to top the $23 billion placed 12 months ago. But what if there was a way for citizens in all 50 states to get in on the action?
Enter Kalshi.com—the first legal and regulated prediction market in the United States. Known for shaking up the industry by allowing people to wager on non-traditional events, like the outcome of the recent US Presidential election, Kalshi is now setting its sights on the biggest sporting events of the year, kicking off with the Super Bowl.
A new era of wagering in the states
Kalshi has already attracted over $2.5 million in wagers on their outright Super Bowl winner market, with 54% of participants backing Patrick Mahomes, Travis Kelce and their Kansas teammates to create history at the time of writing. But what sets Kalshi apart isn’t just predicting who will win the Vince Lombardi Trophy—it’s the creativity of their markets.
Over $1.5 million has already been wagered on the market for ‘Which companies will run ads during the Big Game?’, with Apple Inc. emerging as a crowd favourite at 55%. Kalshi are also offering markets on ‘Who will join Kenderick Lamar’s half-time show?’—with little to separate Doechii (49%) and Baby Keem (47%). m.A.A.d City is a popular choice of the ‘Which songs will be played?’ market with 57%. These sub-markets have already gathered over $360,000 in bets combined.
Kalshi is tapping into the broader cultural phenomena of the Super Bowl, covering not just the outcome of the game but also the wider societal and entertainment side, creating a more immersive and diversified betting experience.
The impact on the betting industry
Kalshi’s entry into the sports betting scene ahead of the Super Bowl is a game-changer for the ever-evolving industry stateside. While traditional sportsbooks are locked into state-by-state regulations, Kalshi’s federally regulated model opens the doors to a nationwide audience. This not only broadens the prediction pool to states like California and Texas, where sportsbooks are not legalised, but also introduces a new kind of bettor.
For major operators like FanDuel and DraftKings, this is both a challenge and an opportunity. The rise of prediction markets highlights a growing appetite for betting options. To stay competitive, sportsbooks will need to innovate, offering more than the traditional markets like point spread and player props.
While sports betting is still in its infancy in the US, with plenty of room for growth as more markets and states open their doors, Kalshi has already thrown a curveball that can’t be ignored. The future of betting lies in blending classic markets with new, engaging formats.
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As we head into Super Bowl LIX, it’s clear that the landscape of sports betting is evolving. Kalshi is leading the charge against traditional sportsbooks, pushing the boundaries of what’s possible and expanding the market to a broader audience.
This is just the start of their rise in prominence in the sports betting scene as well, with markets for ‘Pro Basketball Champion?’ and ‘Pro Hockey Champion?’ already reaching almost $700,000 wagered combined despite still being months out from the conclusion of the NBA and NHL, respectively.
For the sports betting industry, the message is clear: adapt or risk being left behind by the rise of prediction markets. The appetite for innovative, inclusive, and culturally relevant betting opportunities is growing—and the time to act is now. Especially with Kalshi getting a head start in all 50 states.
Embracing this shift isn’t just smart—it’s essential. The future of sports betting is here, and it’s more dynamic, diverse, and exciting than ever before.
At Receptional, we understand the unique challenges and opportunities within the evolving sports betting landscape. Our team of experts specialises in helping operators navigate these changes, from crafting compelling content that resonates with your audiences to optimising SEO strategies that drive traffic and engagement.
Whether you’re looking to innovate your offerings, expand your reach, or stay ahead of industry trends, Receptional is here to support your growth. Let us help you seize the moment and position your brand at the forefront of the market.
Get in touch with us today to learn how we can help your business thrive in the future of sports betting.
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