DraftKings(US:DKNG) Benzinga·2026-02-02 20:26Core Insights - The NFL is prohibiting prediction market advertisements during Super Bowl LX, categorizing them alongside firearms and tobacco as prohibited advertising categories [3][4] - Despite the ban on prediction market ads, sports betting companies like DraftKings and FanDuel are expected to advertise during the Super Bowl, with ad costs ranging from $8 to $10 million for 30-second spots [5][6] - Prediction markets will still operate, allowing bets on the game's outcome and other sports events, raising concerns about insider trading due to potential knowledge of commercial participation by company executives [7][8] Group 1: NFL's Advertising Policy - The NFL has placed prediction markets on its prohibited advertising list for the entire 2025 season, reflecting concerns over game integrity and lack of safeguards compared to regulated sports betting [3][4] - Other sports leagues have partnered with prediction market companies, highlighting the NFL's unique stance on this issue [4] Group 2: Commercial Impact - Companies are investing heavily in Super Bowl commercials, with costs between $8 to $10 million for a 30-second ad, indicating the high value placed on brand visibility during the event [6] - The absence of ads from prediction market companies like Kalshi and Polymarket does not hinder the overall demand for ad placements, as many other companies are eager to participate [6] Group 3: Prediction Markets and Concerns - Prediction markets will continue to allow betting on various outcomes, including Super Bowl commercials, which raises concerns about insider trading among employees of companies running ads [7][8] - The NFL's reluctance to embrace prediction markets may result in missed revenue opportunities, as the league prioritizes regulatory compliance and game integrity [8]