Kalshi's sports marketing move is brilliant, covering the entire chain from FIFA to star players. The prediction market is finally breaking out.

CoinWorld reports that Kalshi has reached a strategic partnership with FIFA’s official prediction market partner, ADI Predictstreet, to expose its brand through stadiums, television, and digital media during the World Cup knockout stage. Despite being a non-official partner, it also increases the event’s visibility and will drive Predictstreet’s expansion. Kalshi has also entered into partnerships with the Argentina and Croatia football associations, Luka Modrić, and Men in Blazers to expand its influence in major sports events. Last Sunday, the platform’s trading volume exceeded $1 billion, and Bank of America estimates that its trading share in the U.S. prediction market is approximately 89%.