Footballco has announced Kalshi as the Official Prediction Market Sponsor of House of GOAL, the 16-day soccer culture festival running July 3–19, 2026 at Industry City in Brooklyn. The partnership brings an entirely new dimension to fan engagement: live, regulated markets on match outcomes, tournament progression, and the eventual World Cup champion, all accessible in real time throughout the festival’s run.
Kalshi is a federally regulated exchange — the first of its kind overseen by the CFTC, the same body that regulates major US financial markets — where people trade on the outcomes of real-world events. Unlike a sportsbook, prices on Kalshi are set by real people trading against each other, not by a house. Positions can be entered or exited at any time before an event resolves, like trading a stock. The platform is legal across all 50 states.
“This isn’t about watching a number tick up or down, it’s about being in it. The World Cup Final is happening minutes from Brooklyn on July 19. There has never been a moment like this for football fans in the US, and we want them to be active participants in it,” said Adam Barrick, Head of Sports Partnerships at Kalshi.
“Kalshi adds a dimension to fandom that didn’t exist before, you’re not just watching the tournament unfold, you have a position in it. That kind of active participation is exactly what House of GOAL is designed to create, and having Kalshi at the center of it makes every match feel even more alive,” said Jason Wagenheim, CEO of North America at Footballco.
At House of GOAL, Kalshi’s presence runs across the full 16 days:
Matchday Market Courtyard Hero Bar — Kalshi will anchor a dedicated hero bar in the Matchday Market Courtyard, serving specialty cocktails as fans track live markets across the tournament. As prices move with the action, the bar becomes a gathering point for the kind of real-time debate that defines watching football.
Live Market Screens — Prediction market data will display on screens throughout the venue, updating in real time as tournament outcomes shift. Fans will see who the market thinks is going to win — a live, crowd-sourced forecast that moves with every match.
Podcast Programming — Kalshi is integrated as a sponsor into two of GOAL’s flagship live shows recorded at House of GOAL: Soccercito and The Rondo. On July 17, US Men’s National Team legend Clint Dempsey joins Soccercito as a guest in a live taping hosted at the festival.
Jersey Giveaways — Fans at House of GOAL can win Kalshi’s new football jersey, dropping at the festival throughout the run.
The 2026 FIFA World Cup is the first men’s tournament on US soil since 1994, 48 teams across 16 host cities in the US, Canada, and Mexico, with the Final at MetLife Stadium on July 19. It is the largest men’s World Cup ever staged.
Kalshi will offer markets on match outcomes, group standings, advancement, and the outright champion throughout the tournament. Prices update live; positions can be traded up to the moment an event resolves. To explore markets, fans can download the Kalshi app, sign up, and complete quick verification.
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