NFL Avoids Prediction Markets to Protect Brand Integrity

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NFL Avoids Prediction Markets to Protect Brand Integrity

The National Football League (NFL) is staying clear of formal alliances with sports-prediction markets amid legal uncertainty. 

In a public investor event for Genius Sports, the league’s current data partner, Roger Goodell reaffirmed that the NFL is not ready to engage with prediction-market operators. The move highlights the league’s drive to safeguard its brand and preserve the integrity of the game.

Why the NFL Isn’t Rushing Toward Prediction Markets

Goodell made a point of stressing caution. “That’s not something we’re about to enter into,” he said. He explained the NFL will “see how things play out, both from a regulatory standpoint…  There are a lot of legal challenges going on right now.” 

For Goodell, protecting the league’s reputation remains paramount. “The risk to the brand is something that we take very seriously,” he said. “We won’t risk that brand in something until we feel confident that we can do it.”

Beyond brand risk, the NFL has taken direct action to discourage its own stakeholders from engaging in prediction markets. In August 2025, the league’s compliance office issued a warning: players and staff are prohibited from trading sports-event contracts on platforms such as Kalshi or others. These contracts are considered equivalent to “sports wagering,” falling under the same ban.

Despite its partnership with Genius Sports, which supplies official data, the NFL believes the current regulatory and legal environment remains too uncertain. Goodell reiterated that while the league likes to be “first in the market in a lot of things,” it prefers to “let things play out” before entering prediction markets. 

Other Major U.S. Leagues Push Back Too

The NFL’s hesitation is not unique. The National Basketball Association (NBA) has also expressed concern over prediction markets. In a letter to the Commodity Futures Trading Commission (CFTC), the NBA warned that such markets pose “substantial integrity risks”. This is because they operate without the same oversight or protections afforded to US online sportsbooks. 

Similarly, Major League Baseball (MLB) has joined the chorus of concern. Alongside the NBA and the NFL, MLB received appeals from the American Gaming Association (AGA) urging the leagues to reject alliances with prediction-market operators like Kalshi and Polymarket until regulation strengthens. The AGA argues that prediction markets lack sufficient consumer and integrity safeguards. 

On the other hand, the National Hockey League (NHL) has taken a different path. In October 2025, the NHL became the first major U.S. professional sports league to ink multiyear licensing deals with Kalshi and Polymarket. The league said these partnerships offer new fan-engagement opportunities and allow it to monitor wagering more closely. 

What It All Means

As prediction markets grow across all 50 U.S. states, the NFL remains cautious about aligning with them. The league fears possible brand damage, regulatory backlash, or threats to competitive integrity.

Goodell’s approach reflects a broader industry divide: while some leagues rush in, others, like the NFL, prefer to wait. For now, the NFL is holding firm: no deals, no rush, and a clear message that its brand and integrity come first.