Here's a new way to lose money while watching soccer: FIFA, the global governing body for the sport, is getting into the prediction market business. Last week, the organization announced a multi-year deal naming ADI Predictstreet its first official partner in that category. The plan is to roll out a global platform ahead of the 2026 FIFA World Cup, giving fans an interactive way to forecast everything from match results to which player might score first.
The timing is interesting. This isn't just a niche experiment; prediction markets have become a volume engine for big retail platforms. The move lands as that business has turned into a serious moneymaker for companies like Robinhood Markets Inc. (HOOD).
According to FIFA's statement, the ADI Predictstreet platform is expected to go live worldwide before the 2026 tournament kicks off. It will draw on FIFA's own official historical data to power match and tournament forecasting. That's a lot of data to work with, considering the 2026 edition is slated to be massive: 48 national teams, 104 games, and 16 host cities spread across Canada, Mexico, and the United States.
FIFA says fans will access ADI Predictstreet through dedicated mobile and desktop apps throughout the World Cup. The system is built on what ADI calls a "sovereign, institutional-grade blockchain." While the announcement is all about football, FIFA also noted the underlying technology is designed to extend into other areas like finance, technology, and other global events. So, think of this as a proof-of-concept for a broader prediction market infrastructure.
Making the Beautiful Game a Betting Game
So, what exactly can fans predict? FIFA says forecasts can span match results, overall tournament metrics, standout performers, and even specific in-game moments. The goal is to make viewing more interactive. ADI Predictstreet is also set to become the presenting partner for FIFA's free-to-play bracket challenge, letting supporters map out their vision of how the entire competition will unfold.
This push from a major sports body arrives as retail platforms are already seeing heavy engagement in similar products. On Robinhood's prediction market hub, CEO Vlad Tenev recently noted that NBA-linked contracts have overtaken NFL-related activity, even after worries that the end of the 2025 football calendar would cool trading. The audience for this kind of speculative fun is clearly there.
FIFA President Gianni Infantino put the usual corporate spin on it in the statement: "FIFA is committed to continually enhancing the fan experience and embracing innovation that brings supporters closer to the game." He added, "By partnering with FIFA, ADI Predictstreet will be introducing an exciting new way for fans around the world to engage with football, using insight and interaction to deepen their connection with our competitions." In other words, they're giving you more skin in the game.
Playing on a Political Pitch
This isn't happening in a regulatory vacuum. The announcement comes as the prediction markets landscape is facing scrutiny from U.S. lawmakers, with some expressing concerns about potential insider trading and broader ethical implications. Notably, Rep. Alexandria Ocasio-Cortez (D-N.Y.) has publicly labeled these platforms as "bad," reflecting the mixed political feelings surrounding their growth. This scrutiny was particularly visible during the 2024 presidential election cycle, a period supported by a favorable regulatory environment from the prior Trump administration.
As the industry evolves, groups like the Coalition for Prediction Markets—backed by platforms such as Kalshi—are actively engaging with lawmakers to promote sensible regulation. They're highlighting a growing call for transparency amidst fears of corruption, which could impact the overall acceptance of such initiatives tied to major global events like the World Cup. This political context underscores the potential challenges, alongside the opportunities, that FIFA's partnership with ADI Predictstreet may encounter in the coming years. It's one thing to launch a cool app; it's another to operate it smoothly across dozens of countries with different rules about gambling, finance, and data.
FIFA's bet is that the allure of predicting the world's biggest sporting event will be strong enough to overcome those hurdles. They're banking on fans wanting to do more than just watch—they want to forecast, to challenge friends, and to prove they know the beautiful game better than anyone else. Whether that translates into a successful, long-term platform remains to be seen, but it certainly makes the run-up to the 2026 World Cup a lot more interesting for the financially curious fan.
