12 October 2026
BetMGM, a 50/50 joint venture between Entain and MGM Resorts International, has strategically expanded its presence through a series of high-profile partnerships in 2026. The company renewed agreements with Major League Baseball, solidifying its longstanding ties with the league. Additionally, a groundbreaking multi-year marketing partnership with MSG Sports and Madison Square Garden Entertainment has made BetMGM an official sports betting partner of the New York Knicks, New York Rangers, and Madison Square Garden Arena. This collaboration, announced in 2026, marks an important expansion into the New York sports market. The sportsbook has also entered a unique alliance with Buffalo Wild Wings, described as a first-of-its-kind partnership between a national sports bar and a gaming leader, further integrating sports betting into public venues. Currently, BetMGM is available in 31 markets, offering both mobile and retail betting options.
Traditional sportsbooks face a growing challenge from prediction markets, which have emerged as a competitive force in the sports betting landscape. In February 2026, Smarkets became the first-ever official sports trading partner of SailGP, entering a three-year agreement that integrates real-time race data into prediction markets for UK, Ireland, and Swedish fans. Later, in March 2026, SBK was named the official betting operator of the DP World Tour, with a two-year deal that includes tournament odds pages and DP World Tour fantasy game integration. These partnerships represent a shift towards using prediction markets to engage fans through uniquely formatted sports betting experiences.
DraftKings has continued to expand its reach and influence in 2026. The sports betting giant announced it would be the exclusive sportsbook and online casino integration sponsor of NHL on Prime Video for the 2026–27 season. This partnership with Prime Video and the NHL signifies further media integration and access at a time when DraftKings is available in 30 states, Washington, D.C., Puerto Rico, Alberta, and Ontario. In a sign of the times, Riot Games, owner of popular esports properties like League of Legends, has explored esports sponsorships with Kalshi and Polymarket, focusing on competitive integrity and official betting data in an emerging prediction market space.
Other key deals in 2026 include Kalshi's first MLB player partnership with Ronald Acuña Jr., building on their existing relationships with five MLB teams. Polymarket, meanwhile, has expanded its sports portfolio to include partnerships with MLB, MLS North American teams, and the PGA Tour. Prediction markets have grown rapidly, with SponsorUnited reporting over $1 billion in sports-related trading volume during this year's Super Bowl, up from $27 million a year before. This growth has forced traditional sportsbooks to respond, with Fanatics CEO Michael Rubin announcing that the sports merch giant would triple its betting and gaming marketing spend to between $800 million and $1 billion in 2027.
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As leagues and media companies look to monetize their data and distribution, contributing to the mainstreaming of sports betting, prediction markets provide a new layer of opportunity. These league-led, data-driven platforms can offer enthusiasts competitive sports wagering experiences while enhancing fan engagement. While partnerships like DraftKings' agreement with ESPN highlight the importance of media distribution to sports betting, recent deals point to prediction markets emerging as a significant growth area. That is, where sports partners want to harness official data for audiences more interested in markets than betting against the house.
In 2026, the sports betting market continues to evolve as both established operators and new prediction market sponsors chase rapidly growing interest and bettor activity. With expansion on almost every front, the sports world has never been more crowded or competitive. While traditional sportsbooks will likely continue to dominate the market in the short term, the success of prediction market partnerships suggests an emerging force in this rapidly expanding area of sports fan engagement.