(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.
The Novig logo is featured on the sleeves of seven golfers, 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 ongoing sponsorship tracker.
Sponsorship Tracker: Prediction Markets & Sports Leagues
In October 2025, the NHL was the first major sports league to partner with prediction markets, announcing multi-year agreements with both Kalshi and Polymarket.
NHL: Kalshi & Polymarket
Although Kalshi had a prior deal with Pickleball, this joint agreement 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. The message is now clear – prediction markets are here to stay.”
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. Commissioner Rob Manfred positioned the partnership as a way to safeguard the game’s integrity through federal oversight.
“The agreements we’ve established with Polymarket and the CFTC are essential steps in proactively overseeing the new and fast-expanding prediction market sector,” Manfred said. “Our foremost priority is protecting the integrity of on-field competition. By participating in this space, we can collaborate to set clear limits aimed at reducing risk while also creating opportunities for fan engagement.”
MLS: Polymarket
Revealed in January, this deal made Polymarket 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. growing and changing, supporters are seeking fresh methods to connect more profoundly with the sport,” said Shayne Coplan, Founder & CEO of Polymarket. “Our collaboration with MLS and Leagues Cup allows us to highlight 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, in 2024 and 2025.
LaLiga: Polymarket
Last week, LaLiga became the first European soccer league to align with a prediction market, announcing a multi-year partnership 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, LaLiga emphasized that integrity safeguards, such as independent trade monitoring, are included in the agreement.
UFC: Polymarket
This agreement was finalized last November when the UFC’s parent company, TKO Holdings, announced 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 interaction,” 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 most unusual partnership, FIFA last week appointed Gibraltar-based ADI Predictstreet as its official prediction market partner for the World Cup.
This is notable given that ADI Predictstreet is licensed only in Gibraltar and has not yet launched a functional website or application. Currently, it can only cater to Gibraltar’s 36,000 inhabitants.
Integrity monitoring was again highlighted as a crucial element of the deal.
“ADI Predictstreet’s FIFA World Cup-related operations will function in compliance with FIFA’s regulatory and integrity structures, implementing a thorough integrity monitoring framework that features real-time surveillance of suspicious trading and organized systems for information sharing and reporting,” FIFA stated. “These measures will guarantee transparency, fairness, and participant protection.”
Ajay Hans Raj Bhatia, a Principal Council Member at ADI Predictstreet, was formerly charged with insider trading by 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 people 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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