Soccer's global governing body FIFA has brought in prediction markets company ADI Predictstreet as a new commercial partner.
The firm becomes FIFA's inaugural partner in the prediction market category, through a multi-year tie-up.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The deal comes in the build-up to the men's 2026 FIFA World Cup national teams tournament, which will take place across Mexico, the US, and Canada, between June 11 and July 19, in 16 host cities.
The tie-up involves fans "engaging in dynamic prediction-based experiences on ADI Predictstreet's platform," using historical FIFA data – they will be able to make predictions around match outcomes, tournament statistics, standout players, and key moments.
ADI Predictstreet, as yet unlicensed in most global territories, is backed by the royal family of Abu Dhabi, according to the Josimar publication.
The brand will also serve as the presenting partner for the free-to-play bracket challenge, in which fans will be able to predict how the World Cup will pan out.
ADI Predictstreet will make its World Cup platform available to supporters worldwide via a mobile and desktop application.
Gianni Infantino, president of FIFA, said: "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.”
FIFA revealed late last month that it has sold out its entire global sponsorship inventory for the 2026 World Cup. This inventory includes both top-tier FIFA partners and tournament-specific sponsors.
This means that only two sponsorship slots for the World Cup remain, with both of those in the regional tournament supporter tier.
In terms of recent commercial activity around the World Cup, in January, the Marriott Bonvoy hotel chain was unveiled as a regional partner.
Ajay Hans Raj Bhatia, a principal council member at ADI Predictstreet, added: "This partnership marks a defining moment for ADI Predictstreet and how audiences engage with major events, as we lay the foundation for a new category where collective intelligence, technology, and real-world outcomes converge."
There has been a recent swathe of prediction market firms partnering with soccer entities – April has already seen Polymarket land its first partnership with a European soccer league by securing a regional deal with Spain’s top-tier LaLiga (covering North America).
