Lionel Messi has recently endorsed Kalshi's World Cup initiative through a sponsored post on Instagram, significantly elevating the visibility of the prediction market operator as it deepens its partnership with the Argentina Football Association (AFA).
This promotional effort, which debuted on Sunday, showcased Messi alongside his Argentine teammates, Nicolas Otamendi and Rodrigo De Paul, in a giveaway featuring Kalshi branding. With over 500 million followers, Messi's Instagram account served as a powerful platform for the campaign.
The collaboration stems from Kalshi's announcement on June 10, where it revealed its status as an official sponsor of the AFA for the upcoming 2026 FIFA World Cup.
In addition to promoting Kalshi's market on Argentina's chances of retaining their World Cup title—currently estimated at an 8.9% probability—the partnership allows for co-branded marketing initiatives, joint social media campaigns, and the use of AFA's intellectual property, including its logo.
Moreover, the agreement includes a data-sharing aspect, where Genius Sports, the AFA’s official data and streaming partner, will supply match data to Kalshi to facilitate the creation and settlement of sports-event contracts. Kalshi will also engage in Genius Sports’ integrity information-sharing processes, enhancing visibility into market activities.
This announcement arrives just as Argentina prepares to defend its World Cup title, having won the championship in Qatar in 2022. The team is set to face Algeria in Kansas City on Tuesday in Group J.
Messi, a globally recognized football star and record-holder of eight Ballon d’Or awards, provides Kalshi with a unique opportunity to connect with a vast audience as the company enhances its presence during the World Cup.
The campaign featuring Messi is part of Kalshi's broader strategy to leverage high-profile athletes and sports figures for marketing. Earlier this year, the company signed deals with NBA MVP Giannis Antetokounmpo and golfer Bryson DeChambeau.
Additionally, football manager José Mourinho participated in a Kalshi campaign earlier this month, which attracted over 137,000 likes on Instagram with the tagline: “Some people watch the game. Some see what’s next.”
Messi's post, however, outperformed by a large margin, garnering over 1.4 million likes within days while promoting Kalshi's Argentina World Cup market and an AFA jersey giveaway.
The World Cup is anticipated to be a major betting event, with Macquarie predicting it could become the largest in history, estimating over $50 billion in wagers for the 2026 tournament.
While this forecast mainly pertains to traditional sportsbooks, prediction markets are also becoming a vital part of the betting landscape. Kalshi reported a record $5.1 billion in trading volume during the World Cup's opening week, marking its most successful period to date.
Despite this growth, prediction markets face ongoing legal and regulatory hurdles in various jurisdictions. Several U.S. states continue to assert their authority over sports-event contracts, challenging Kalshi’s status as a federally regulated exchange. In May, Minnesota Gov. Tim Walz enacted the first outright ban on prediction markets, while the CFTC has sought to block enforcement in states like Arizona, Minnesota, New York, Illinois, and Connecticut.