Polymarket is reportedly working with influencers across social media to build viral marketing campaigns.
Polymarket has launched a multimillion-dollar US marketing offensive as it attempts to claw back market share from rival Kalshi and re-establish itself as the leading name in the rapidly expanding prediction markets sector.
Business and technology media reported the company has earmarked a significant advertising budget to rebuild its brand following its return to the US market, where it faces intensifying competition from regulated incumbents and new entrants.
Polymarket is working with influencers across TikTok, Instagram and other social platforms to produce viral marketing content, the Associated Press (AP) reported.
It has also signed partnership agreements with major sports teams, leagues such as Major League Baseball, and news outlets like CNBC and CNN.
Polymarket was cleared by the Commodity Futures Trading Commission (CFTC) to re-enter the US on 3 December 2025, following its acquisition of QCEX, which has enabled it to list and process financial contracts legally.
Since then, the company has adopted a cautious expansion strategy as it integrates its regulated platform and rebuilds relationships with regulators, partners and consumers.
The latest campaign is expected to centre on media partnerships, sports sponsorships and influencer marketing, as Polymarket seeks to embed prediction markets into mainstream news and sports content in the same way Kalshi has done over the past year.
Kalshi has established a commanding commercial lead through a string of high-profile partnerships. The operator named CNN as its first news partner in December 2025 before adding CNBC later that month.
In April 2026, it struck a wide-ranging agreement with FOX Corporation, bringing prediction markets to Fox News and sports channels.
Beyond broadcasting, Kalshi has secured strategic partnerships with the New York Stock Exchange (NYSE), Major League Soccer (MLS) and the National Hockey League (NHL), extending prediction market data across financial and sporting ecosystems.
The race to secure mainstream distribution is expected to fuel billions of dollars in advertising and partnership spending as operators compete to integrate prediction markets into news feeds, live broadcasts and digital content.
Polymarket, however, enters the contest under renewed scrutiny over its marketing practices. A Wall Street Journal investigation alleged that the company paid online influencers to promote the platform using fabricated bets, simulated winnings and dummy websites without adequately disclosing sponsored content.
Polymarket said it remains committed to maintaining “accurate, fair and transparent markets”.
The marketing drive marks the company’s biggest attempt yet to rebuild its reputation after agreeing a $1.4m settlement with the CFTC in 2022 over allegations it had operated an unregistered event-based derivatives market in the US.
Subsequent federal investigations into whether the platform continued serving US customers were dropped in 2025 without charges.
Speaking to the AP, Dan Lee, head of US operations, Polymarket said the company was focused on broadening its acceptance within the regulated US market.
“The international business has often masked the progress we’re making here in the US to broaden Polymarket’s acceptance,” Lee said.
For Polymarket, the challenge now extends beyond regulation. As prediction markets move into the mainstream through media integration and institutional partnerships, the battle with Kalshi is increasingly being fought on brand recognition, distribution and consumer trust.
