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Prediction markets and sportsbooks launch massive celebrity campaigns for NFL kickoff

Major betting operators spent heavily on celebrity endorsements and bonus offers to capture new customers during the opening week of the NFL season.

Written by the BettingEdgeHub desk, 12 September 2026

The start of the football season brings a massive wave of promotional offers and bonus deals from betting operators trying to attract new customers. This year stands out as the most aggressive promotional period since the legal sports betting market expanded across the United States. Armed with fresh funding, companies spent heavily to secure famous faces for ad campaigns right as the first games kicked off.

Star power drives the opening week

Advertisements featuring LeBron James, Marshawn Lynch, and Jeremy Piven dominated commercial breaks during the opening games. Polymarket secured deals with James, Eli Manning, and Derek Jeter. Meanwhile, Sydney Sweeney starred in a major promotional spot for Novig that quickly racked up millions of views online. These campaigns highlight how prediction markets and sports betting brands are using mainstream celebrities to capture public attention.

Different approaches to betting markets

While some platforms offer contracts on politics, awards, and world events, other operators strictly focus on sports contests. The Novig ad featuring Sweeney mocked competitors that offer wagering on global politics or world leaders. The company chose to limit its menu to sports only, avoiding political outcomes and elections. This clear distinction comes as state regulators increase scrutiny on non sporting financial contracts.

State regulators crack down

State officials continue to target prediction markets for operating without proper local licenses. Following actions by other governors, Connecticut officials issued cease and desist orders to several unregulated betting platforms. The state also sent subpoenas to third party payment processors and sports data providers connected to these platforms. These legal challenges add pressure to operators trying to expand during the busy football calendar.