Messi joins Kalshi's World Cup push with Argentina Football Association deal
Lionel Messi has partnered with prediction-market platform Kalshi in an Argentina-focused deal announced June 14. The soccer star appeared in paid Instagram posts promoting the platform through Kalshi's existing sponsorship agreement with the Argentina Football Association (AFA), marking the company's largest World Cup marketing push to date. Messi joins existing Kalshi brand ambassador Giannis Antetokounmpo as the platform continues recruiting high-profile athletes. The deal comes as Kalshi expands its sports event-contract offerings following recent federal court rulings affirming CFTC jurisdiction over such contracts.
Kalshi's Messi campaign gives it a second global sports icon alongside Giannis Antetokounmpo to compete with Polymarket's Liga MX partnership for World Cup retail volume. If the Argentina star's social reach converts to active traders, Kalshi narrows the retail acquisition gap before the knockout stage.
Messi becomes the second global sports star Kalshi has enlisted alongside Giannis Antetokounmpo as the platform races Polymarket's Liga MX partnership for World Cup retail traders.