The 2026 FIFA World Cup has propelled Kalshi’s prediction‑market trading to new heights, attracting 3 million fresh users during the tournament, the company told CNBC. More than $1.2 billion has been traded on its World Cup winner contract, a record for a single market.

Kalshi’s marketing strategy leaned heavily on the event, partnering with the official World Cup prediction‑market sponsor ADI Predictstreet and with OpenAI to surface its odds in Chat GPT searches. The firm also ran co‑branded stadium ads featuring stars such as Luka Modric, José Mourinho and the Argentina national team, earning a shout‑out from Lionel Messi on Instagram.

CEO Tarek Mansour highlighted speed and relevance, noting a 24‑hour turnaround for an ad starring former pro‑soccer players and additional spots with actor Timothee Chalamet and singer J Balvin. “We’re showing that prediction markets are everywhere,” he said.

Regulatory scrutiny looms as states argue sports‑event contracts resemble betting. Kalshi maintains the Commodity Futures Trading Commission holds sole authority, while legal experts warn that public perception may still be shaped by aggressive advertising. The company now faces the challenge of converting temporary World Cup‑driven volume into sustainable, recurring trading.