FIFA has announced a commercial partnership with ADI Predictstreet, naming the company as the official partner in the prediction market category for the FIFA World Cup 2026.
The agreement introduces a new sponsorship category within FIFA’s commercial programme, reflecting the organisation’s continued focus on expanding digital fan engagement through data-driven and interactive formats.
The 2026 edition of the tournament, scheduled to take place across the United States, Canada and Mexico, will feature an expanded format of 48 teams competing across 104 matches, making it the largest FIFA World Cup in history in terms of participation and global reach.
As part of the partnership, ADI Predictstreet will power FIFA’s official prediction market platform, enabling fans to forecast match results, tournament progression, player performances and key statistical outcomes throughout the competition cycle. The platform will also integrate with FIFA’s broader digital fan ecosystem, including the official bracket challenge, providing supporters with structured opportunities to participate in forecasting competitions using official tournament data.
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, added, “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.”
ADI Predictstreet operates as a data-driven forecasting platform supported by blockchain-based infrastructure, designed to create transparent and structured prediction markets. The platform positions itself at the intersection of sport, financial technology and behavioural data analytics, enabling fan sentiment and opinion patterns to be translated into measurable engagement insights.
The initiative is intended to transform passive consumption into interactive participation, encouraging deeper fan involvement across match narratives, player performances and tournament milestones. With billions of viewers expected to follow the competition globally, the FIFA World Cup 2026 provides a significant platform to scale new digital engagement products.
The appointment also reflects FIFA’s broader commercial strategy to introduce emerging technology-led categories into its sponsorship portfolio, as rights holders continue to explore new ways to strengthen fan connection and unlock incremental commercial value beyond traditional media rights and sponsorship models.
ADI Predictstreet joins an expanding group of brands associated with the FIFA World Cup 2026, including YouTube, Stats Perform, TikTok, Marriott Bonvoy, Fanatics, LEGO, Globant, DoorDash, Hisense, Airbnb, Valvoline Global, Lenovo, Verizon, Lay’s, Bank of America, On Location, among others.
With the introduction of a prediction market partner, FIFA continues to diversify its commercial ecosystem while positioning the 2026 tournament as a platform for innovation across sport, technology and fan engagement.
