The National Hockey League (NHL) yesterday (22 October) penned landmark licensing deals with the two leading prediction markets, in the first major agreement of its kind.
Under the deal, the sports league provides Polymarket and Kalshi with access to official NHL proprietary data and rights to use NHL marks, logos and official designations on their platforms and products.
It comes after many sports leagues have previously joined sides with sports betting operators to lobby against prediction markets, making the NHL the first organisation to break ranks.
“As prediction markets continue to evolve at a rapid pace, partnering with the two market leaders, Kalshi and Polymarket, provides a tremendous opportunity for the broadest fan engagement during the NHL season,” said NHL Business President Keith Wachtel. “Polymarket and Kalshi are ideal partners as this category continues to grow and expand.”
Polymarket, Kalshi granted NHL rights
The two prediction markets’ brokers and merchants will be able to use NHL marks and logos to identify the Polymarket and Kalshi products they make available.
Both companies, the NHL added, will also receive brand exposure via Digitally Enhanced Dasherboards and blue line slot virtual signage on NHL game broadcasts.
Shayne Coplan, Polymarket founder and CEO, said: “The NHL has always been about giving fans an incredible experience. We’re excited to bring that energy to Polymarket, where fans can engage with the NHL and its teams in a new way.
“Together, we’re making the game more interactive and connected, and we appreciate the support of the NHL in recognising the future of fan experiences benefits from engagement with prediction markets.”
The news comes as many of the major online sports betting operators plot their own entrance into the vertical, through Flutter’s CME deal and DraftKings acquisition of Railbird, completed this week.
Tarek Mansour, Kalshi CEO, added: “Teaming up with the NHL is an important milestone for Kalshi and the industry at large. To have a league like the NHL embrace Kalshi is a testament to the integrity, safety, and trust with consumers that Kalshi has spent years building during our time pioneering this asset class. It should be clear now – prediction markets are here to stay.”