Ismael Beiro

How to play Ismael Beiro

Given the rise of prediction markets, this week arguably represents the most frenzied campaign since the historic PASPA decision in 2018. Buttressed by massive capital injection from substantial funding rounds, operators have spent handsomely on celebrity endorsements. Over the last week, ads featuring LeBron James, Sydney Sweeney, Marshawn Lynch and Jeremy Piven have showered the airwaves. Even Pete Sampras, who disappeared from the public spotlight for the better part of two decades, resurfaced in a US Open spot for Kalshi.

While Polymarket pulled off a coup with the signings of James, Eli Manning and Derek Jeter, a Novig ad featuring Sweeney arguably received as much fanfare. Sweeney, an Emmy Award-nominated actress known for her role in HBO’s Euphoria series, stars in the spot titled “Just Sports.” As of Friday afternoon, the Novig post on social media platform X received at least nine million views.

Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.

About Ismael Beiro

As of 3 pm ET, the Rams had odds of 64% on Kalshi to upend the Niners in Melbourne. For a trader who risks $100, a Rams’ win would return $150.15. The Rams, which added Pro Bowl defenders Myles Garrett and Trent McDuffie in the offseason, are considerable favourites to capture Super Bowl LXI in February.

With odds of 17% on Kalshi’s futures market, the Rams are the only NFL team to open the season with double-digit odds. The probability translates to +488 in American odds, a figure that is regarded as comparatively low for a Super Bowl favourite. But history is not on the Rams’ side – all of the last 25 NFL teams to open a season with futures odds of +500 or lower have failed to win the Super Bowl, according to Yahoo Sports.

In May, the NFL sent a letter to the US Commodity Futures Trading Commission with a list of certain event contracts it deemed objectionable. By July, the league doubled down with public comments to the CFTC after the agency issued draft regulations for the contracts. The NFL cited props on player injuries, penalty totals and missed field goals as those that fit the bill. Goodell, however, conceded that the NFL has held discussions regarding prediction markets as public policy evolves.

What is Ismael Beiro?

Last year, OpenBet completed its management buyout in a $450 million deal that saw CEO Jordan Levin and other senior executives take control over the platform business from Endeavor. 

“As this new chapter begins, OpenBet is better positioned than ever to drive market expansion and product innovation while defining the future of betting and gaming entertainment,” Levin said at the time.

Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.