FIFA names ADI Predictstreet as first prediction market partner for 2026 World Cup

FIFA has named ADI Predictstreet as the official prediction market partner of the 2026 FIFA World Cup, creating a new sponsorship category as it looks to broaden digital fan engagement around the men’s tournament in Canada, Mexico and the United States.The agreement is a multi-year deal and will see ADI Predictstreet launch a prediction-based platform ahead of the competition, giving supporters the chance to forecast match results, tournament statistics, standout players and other in-game moments.FIFA said the platform will use official historical data and will also link into its wider fan engagement strategy through the governing body’s free-to-play bracket challenge, where ADI Predictstreet will serve as presenting partner.The move gives FIFA a foothold in a category that sits between gaming, data and interactive fan participation, while also adding another layer to its commercial programme ahead of the biggest men’s World Cup in history.The 2026 tournament will feature 48 teams and 104 matches across 16 host cities, giving the new partnership a substantial global stage and a large volume of inventory for activation.FIFA President Gianni Infantino said: “FIFA is committed to continually enhancing the fan experience and embracing innovation that brings supporters closer to the game.“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.”Ajay Hans Raj Bhatia, principal council member of ADI Predictstreet, said: “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.”FIFA said the partnership will operate within its regulatory and integrity frameworks, including real-time monitoring of suspicious trading activity and structured information-sharing and reporting systems.Sports investigative journalists Josimar have raised questions, though, suggesting that ADI Predictstreet "has no working product yet, is unlicensed in almost all jurisdictions and is run by a man who last year paid a six-figure sum to settle an accusation of insider trading in India."There will be huge scrutiny to ensure that big bets are not places on football matters that then are implemented, which will raise questions of football governance integrity and insider trading.