Prediction Markets Court Celebrities and Sports Fans Amid Growing Controversy
Prediction market operators are spending heavily on celebrity endorsements and sports sponsorships, drawing criticism from critics who liken the platforms to gambling.
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The story so far
5 publishers have covered this in 6 articles since 9 Sept 2026. Fortune published first, on 9 September at 20:37 UTC; Entrepreneur followed 17h 07m later. The most recent article, from The Hollywood Reporter, appeared on 12 September at 01:50 UTC.
Outlets reporting it: Bloomberg Markets (major outlet), The Hollywood Reporter (major outlet), Fortune, Entrepreneur, Inc..
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How it unfolded
Every source in the order it published.
- FortunePrediction markets spend big on celebrity campaigns even as Sydney Sweeney and LeBron James ads stir backlash
- EntrepreneurLeBron James Is Teaming Up With Polymarket — Fans Accuse the Billionaire of ‘Selling Out’
- Bloomberg TechnologyRiot Games Discussed Polymarket, Kalshi Sponsorships for Esports
- Inc.Sydney Sweeney Courts Controversy Again With an Ad for Prediction Market Novig
- Bloomberg MarketsScores of Young Sports Fans Placed Their First Bets This Summer
- The Hollywood ReporterSydney Sweeney Faces Backlash for Sexualized Novig Ad: “Exactly Why Women in Sports Aren’t Taken Seriously”
Sources
Every article we clustered into this story. Headlines link to the publisher.
- Sydney Sweeney Faces Backlash for Sexualized Novig Ad: “Exactly Why Women in Sports Aren’t Taken Seriously” The Hollywood Reporter ·
- Scores of Young Sports Fans Placed Their First Bets This Summer Bloomberg Markets ·
- Riot Games Discussed Polymarket, Kalshi Sponsorships for Esports Bloomberg Technology ·
- Sydney Sweeney Courts Controversy Again With an Ad for Prediction Market Novig Inc.
- LeBron James Is Teaming Up With Polymarket — Fans Accuse the Billionaire of ‘Selling Out’ Entrepreneur
- Prediction markets spend big on celebrity campaigns even as Sydney Sweeney and LeBron James ads stir backlash Fortune
In this story
- Riot Games
- Polymarket
- Kalshi
- LeBron James
- Sydney Sweeney
- Novig