NBA and WNBA launch joint betting and prediction market safety drive
Days before tip-off, the NBA and WNBA teamed with the National Council on Problem Gambling to warn fans about both sports betting and prediction markets, even as NCPG faces its own controversy over ties to Kalshi.
The NBA and WNBA have launched a responsible gaming campaign with the National Council on Problem Gambling that treats state-regulated sports betting and prediction markets as a single category of risk, arriving a week before the 2026-27 NBA season begins.
A press release from the leagues stated that "whether placing a sports bet or trading on a prediction market, both activities can put fans at meaningful risk when not done responsibly," framing the two products as comparable threats to consumers, particularly younger adults.
A new advertising spot will run across social and linear platforms through the leagues' own channels and broadcast partners, which for the NBA include NBC/Peacock, Amazon Prime and ABC/ESPN/Disney+. The messaging extends beyond financial loss to mental health and relationships, and stresses that basketball knowledge does not reduce the risk of gambling losses.
NBA Head of Media Distribution and Partnerships Scott Kaufman-Ross said the league wants fans to "make informed decisions, understand the risk and, if they choose to bet, trade or anything similar, that they do so responsibly." WNBA Chief Growth Officer Colie Edison said the campaign gives audiences "practical guidance on understanding financial risk, setting limits and recognizing when and where to find support."
Tip-off for the new NBA season is set for 20 October, while the WNBA Finals are still being played to close out the 2026 season.
The campaign lands amid unresolved questions over the NBA's own approach to prediction markets. The league has kept more distance from event-contract trading than the NHL or Major League Baseball, both of which have struck partnerships with firms such as Kalshi and Polymarket, with several MLB clubs also signing deals. Front Office Sports has reported that the NBA is likely to confirm its own prediction market agreements by the start of the season, with multiple operators under consideration.
Individual NBA stars have already aligned with the sector. LeBron James has partnered with Polymarket, while Giannis Antetokounmpo holds a shareholder stake in Kalshi. San Antonio Spurs forward Victor Wembanyama struck a different note earlier this month, saying he finds it "sad" that some of his peers promote gambling.
The NCPG's role in the new campaign comes as the council faces internal upheaval. It created a Financial Services and Trading membership category and named Kalshi its first member, a relationship that included a pledged $2 million investment from the company into the council.
That arrangement has prompted a wave of departures from NCPG's state-affiliated members, including the Evergreen Council on Problem Gambling in Washington State, the Michigan Gaming Control Board, the Nevada Council on Problem Gambling and the Ohio Casino Control Commission, each citing the Kalshi tie-up as a factor.
NCPG Board President Derek Longmeier said "awareness is an important first step in preventing gambling-related harm," adding that the council is "proud to support a campaign that brings greater visibility to the risks of sports betting and prediction markets and puts education at the forefront."
The campaign directs fans to NCPG's 1-800-MY-RESET helpline, the number the council adopted last year after losing the rights to the long-used 1-800-GAMBLER line.