A.M. Hoops has a new sponsor. On September 28, Kalshi appeared in a sponsored video from a creator that had already worked with PrizePicks and Underdog Fantasy.
It is not an isolated move. In the 30 days to October 18, prediction markets started 26 new creator sponsorships, and 19 of them, 73%, went to creators already sponsored by a sportsbook or DFS brand.
Who signed creators from the other market
New prediction-market sponsorships of creators already working with the other market, 30 days to October 18
Source: Spotlight Analytics, September 19 to October 18, 2026.
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| Creators | |
|---|---|
| Kalshi | 10 |
| Polymarket | 7 |
| FanDuel Predicts | 1 |
| Novig | 1 |
Who is doing the recruiting
Kalshi (10) and Polymarket (7) added the most of these creators.
In September 2026, Kalshi appeared in 2,577 sponsored videos from 97 creators, the most active prediction-market sponsor.
Why it matters
For PrizePicks and Underdog Fantasy, it means a creator they paid is now carrying a prediction market's message too, often to the same viewers. Adding a sponsor is not the same as dropping one, but it makes any single sponsorship harder to measure and weakens the idea of an exclusive creator.
For creators with a betting audience, there are now more buyers on both sides than there were this summer.