Fanatics Markets, the prediction markets subsidiary of Fanatics, is to offer the official prediction markets of the World Cup in the USA after signing a deal with ADI PredictStreet, a partner of the competition.
The deal will see Fanatics Markets host a co-branded digital hub that will include tournament news, stats and other in-app content as the action unfolds and will target states including California, Texas and Georgia.
Abu Dhabi-owned ADI Predictstreet gets green light to operate in U.S.
Owned by Abu Dhabi’s royal family, ADI PredictStreet became FIFA’s official prediction market partner in April, part of the governing body’s push into blockchain-based fan engagement ahead of the 2026 World Cup. Critics have questioned its limited operating history and regulatory footprint.
ADI PredictStreet has not been able to offer its recently launched exchange in the United States, where event contracts are regulated by the Commodity Futures Trading Commission (CFTC). In the U.S., Fanatics Markets instead operates through Crypto.com’s CFTC-regulated exchange, highlighting the stricter oversight facing prediction market platforms tied to major sporting events. Those connected to the deal will hope this partnership gives both companies a wider platform to enhance name recognition.
Matt King, CEO of Fanatics Markets, was delighted with the deal. He said: ”You have a global partner of FIFA who, in a very quickly evolving and dynamic space that is prediction markets, was in a position where they did need a U.S. partner to deliver the best experience for sports fans in the U.S.
“We … can move very quickly and always want to be in a position where we’re delivering great experiences for sports fans. And we’re big believers in working with officially licensed partners. So for us it was a natural fit.”
Fanatics will now retain the right to use World Cup logos and images in its advertising and on social media. King believes this is one element of the deal that holds real heft in the face of what will be a saturated market.
He said: “What we’re going to witness this summer all the way through football season is an advertising avalanche like we have not seen in a very long time. We’re in this for the long game. You’re not going to see us trying to go toe-to-toe with people that are going to spend what we would think are uneconomic dollars on advertising.”
Fanatics Markets World Cup Hub open to nearly 50% of U.S.
The World Cup Hub will now be available in 23 U.S. states and four territories exclusively through the Fanatics Markets app and website. Eligible jurisdictions include California, Florida, Texas and Washington, along with Puerto Rico, Guam, American Samoa and the U.S. Virgin Islands.
In a press release, Dimitrios Psarrakis, CEO of ADI Predictstreet, said: “As the Official Prediction Market Partner of FIFA World Cup 2026™, we are thrilled to have a U.S. partner that fans already know and trust,
As a global leader in sports, through the merchandise, the moments, the direct relationships with millions of fans, their reach and understanding of the American sports fan is unmatched. As the primary host country, the U.S. is a strategically important market, and we greatly value the long-term opportunity this collaboration provides to strengthen the presence of the ADI Predictstreet brand in the region.”
World Cup likely to represent major test for prediction market sector
This summer’s tournament is expected to become a defining test for the U.S. prediction market industry as regulators, politicians and gambling operators clash over whether sports event contracts amount to legal financial products or unlicensed betting. Critics continue to argue the products closely resemble traditional sports betting, creating tensions with state regulators and licensed sportsbooks that must comply with local gambling laws.
Several state officials have already challenged the sector’s expansion. New York Attorney General Letitia James has warned against unauthorized gambling activity tied to online platforms, while Illinois Gov. JB Pritzker has supported tighter oversight of sports wagering markets in one of the country’s largest betting states. Industry observers expect additional legal pressure as World Cup betting accelerates.
The legal uncertainty is compounded by disagreements between federal and state authorities over jurisdiction. Prediction market operators argue that CFTC approval gives them nationwide access, while state gaming regulators contend sports-related contracts should fall under existing gambling frameworks designed to protect consumers and preserve state tax revenues.
The World Cup also raises broader concerns about market integrity, insider information and consumer protections. With billions of dollars expected to flow through betting and prediction platforms during the tournament, analysts say regulators will face mounting pressure to clarify whether prediction markets represent a legitimate financial innovation or a new form of online sports gambling.
