Post by iGaming News Today

One of football's biggest icons is stepping into one of finance's fastest-growing categories. Kalshi has become an official sponsor of the Asociación del Fútbol Argentino (AFA) for the duration of the 2026 FIFA World Cup, putting Lionel Messi and the reigning champions at the center of the campaign. The collaboration will include: Co-branded activations Coordinated social media campaigns Kalshi's use of AFA intellectual property across marketing initiatives Behind the scenes, Genius Sports, AFA's Official Data & Streaming partner, will provide the official sports data used to support the creation and settlement of related prediction market contracts. The bigger story? Prediction markets are moving closer to the mainstream sports ecosystem. What was once considered a niche category is increasingly finding relevance through major leagues, official data partnerships, and now some of the world's most recognisable athletes. With Messi and Argentina beginning their FIFA World Cup title defence against Algeria, the spotlight on this evolving space has never been brighter. 👉 Could prediction markets become a permanent part of the global sports experience - or will they remain a niche product despite growing mainstream attention? Read More : https://lnkd.in/eukaYEpx Source: The New York Times #iGamingNewsToday #iGamingNews #iGamingIndustry #iGamingBusiness #LionelMessi #Kalshi #FIFAWorldCup #GeniusSports #AFA