2026-06-19T12:28:00-0400 / 哥伦比亚广播公司新闻
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更新于：2026年6月19日 / 美国东部时间中午12:45 / 哥伦比亚广播公司新闻
预测市场正押注名人代言将帮助其吸引更多用户。
卡尔希（Kalshi）是一家在2024年总统大选期间人气飙升的交易平台，近期推出了一系列由知名运动员代言的名人广告，以期借NBA总决赛和国际足联世界杯的热度造势。
宾夕法尼亚大学沃顿商学院视觉营销教授伊丽莎白·“扎布”·约翰逊表示，这一推广举措可能会吸引更多用户使用卡尔希，该平台的大部分赌注都与体育赛事相关。
“这个平台主打体育博彩和预测业务，所以他们清楚自己正在借当下的赛事热潮牟利，”她在接受哥伦比亚广播公司新闻采访时说道。
卡尔希的一位发言人表示，考虑到世界杯的文化影响力以及对体育界的冲击，此时推出新的宣传活动是顺理成章的。该发言人补充道，名人广告的目标是提升品牌知名度。
“邀请他们（名人）发布推广内容非常有价值，因为他们拥有大量粉丝，”这位发言人对哥伦比亚广播公司新闻说道。
近期加入卡尔希名人合作伙伴阵容的是足球巨星莱昂内尔·梅西。他与阿根廷国家足球队管理机构阿根廷足球协会达成了一项更广泛的合作。该平台最近还与演员提莫西·查拉梅签署了一份多年协议。
卡尔希近期的一场社交媒体宣传活动，邀请了阿根廷国家队的足球明星莱昂内尔·梅西、尼古拉斯·奥塔门迪和罗德里戈·德保罗。卡尔希
两人随后都在个人社交媒体账号上推广了该品牌。广告中仅出现了卡尔希的标志，并未展示其交易界面，让观众将注意力集中在名人身上。
卡尔希还通过与克罗地亚足球协会合作，推出了克罗地亚足球运动员卢卡·莫德里奇的宣传活动，此外还有密尔沃基雄鹿队球星扬尼斯·安特托昆博以及其他多位国际足球明星的相关宣传。
卡尔希的竞争对手波利市场（Polymarket）计划效仿这一做法，一位发言人告诉哥伦比亚广播公司新闻，他们正准备很快宣布新的合作伙伴关系。双方均未透露具体的投入金额。约翰逊表示，合作协议的金额取决于合同细节，但很容易达到八至九位数的规模。
这场名人推广活动正值预测市场寻求扩大影响力之际。卡尔希和波利市场已经与新闻媒体、国家冰球联盟以及Venmo等其他知名企业达成了重大合作协议。
熟悉的营销策略
预测市场采用名人广告宣传，沿袭了企业长期以来借助熟悉面孔建立信任、吸引客户的策略。
“对于预测市场来说，这条路径或许比较新颖，但这其实是一种古老的大众营销手段，尤其是当你试图在某个领域确立合法性时，”纽约大学斯特恩商学院营销学副教授贾里德·沃森说道。
名人也天然具备吸引注意力的优势。约翰逊与另一位沃顿商学院营销教授在2023年发表的一项研究发现，与非名人代言的产品相比，人们更倾向于选择名人代言的产品。
“我们会优先关注那些我们认为能提供有价值信息的人传递的内容，而名人就属于这一类群体，”约翰逊对哥伦比亚广播公司新闻说道。
编辑：艾梅·皮奇
From Chalamet to Messi, prediction markets are betting on celebrities to boost their brands
2026-06-19T12:28:00-0400 / CBS News
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Updated on: June 19, 2026 / 12:45 PM EDT / CBS News
Prediction markets are betting that celebrity endorsements will help attract more users.
Kalshi, a trading platform that surged in popularity during the 2024 presidential election, has recently released a slew of celebrity advertisements featuring famous athletes as it seeks to capitalize on the hype around the NBA Finals and the FIFA World Cup.
The push could drive more people to Kalshi, where most wagers are driven by sporting events, according to Elizabeth “Zab” Johnson, a visual marketing professor at the University of Pennsylvania’s Wharton School.
“The platform is about sports betting and predictions, so they also know that they’re capitalizing on a market that’s happening right now,” she told CBS News.
A Kalshi spokesperson said the World Cup was a natural time to roll out new campaigns, given its cultural significance and impact on the sports world. The goal of the celebrity ads is to drive brand awareness, the spokesperson added.
“There’s a lot of merit in having them post, because they have a lot of fans,” the spokesperson told CBS News.
One recent addition to Kalshi’s roster of celebrity partners is soccer phenom Lionel Messi. He is part of a larger partnership with the Asociación del Fútbol Argentino, the governing body of Argentina’s national football team. The platform also recently struck a multi-year deal with actor Timothée Chalamet.
A recent social media campaign for Kalshi features soccer stars Lionel Messi, Nicolás Otamendi, and Rodrigo De Paul of the Argentina national team. Kalshi
Both have since promoted the brand on their personal social media accounts. The ads feature the Kalshi logo but omit the Kalshi trading interface, leaving the viewer to focus on the celebrities.
Kalshi has also launched campaigns featuring Croatian soccer player Luka Modrić through a partnership with the Croatian Football Association, Milwaukee Bucks star Giannis Antetokounmpo and several other international soccer stars.
Kalshi competitor Polymarket plans to follow suit, with a spokesperson telling CBS News that they are gearing up to announce new partnerships soon. Neither disclosed how much they are spending. Johnson said the deal sizes would depend on contract details, but could easily be in the eight- to nine-figure range.
The celebrity push comes as prediction markets seek to broaden their reach. Kalshi and Polymarket have already inked major deals with news outlets, the National Hockey League and other notable companies like Venmo.
A familiar strategy
Prediction markets’ embrace of celebrity advertising follows a long-standing strategy used by companies seeking to build trust and attract customers through familiar faces.
“It’s maybe newer for prediction markets to go down this path, but it’s kind of just the age-old mass marketing approach you see, especially when you’re trying to establish legitimacy in a space,” said Jared Watson, an associate professor of marketing at New York University’s Stern School of Business.
Celebrities are also natural attention-grabbers. Research published in 2023 by Johnson and another Wharton marketing professor found that people are more likely to choose a product endorsed by a celebrity than by a non-celebrity.
“We prioritize information that comes to us from people that we think have valuable input, and celebrities are in that category,” Johnson told CBS News.
Edited by Aimee Picchi
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