The Athletic is engaged in advanced negotiations with Kalshi for a potential sponsorship agreement, according to multiple sources. This development follows the expiration of The Athletic’s previous deal with BetMGM earlier this year, and the New York Times-owned sports media outlet has been exploring partnerships with several companies in the betting and prediction market space. While no final deal has been announced, these talks indicate The Athletic’s ongoing interest in aligning with innovative sports-betting platforms.

Kalshi, despite facing regulatory challenges from several states including New York, Washington, and Nevada, continues to make significant strides in the sports media landscape through high-profile partnerships. The CFTC under the Trump Administration has supported Kalshi’s business model by asserting federal authority over prediction markets and suing states that attempt to block Kalshi’s operations. This regulatory backdrop has not deterred Kalshi from expanding its presence; it recently formalized a broad partnership with Fox and maintains collaborations with CNN, CNBC, and multiple NHL teams.

The company also holds notable agreements with the Chicago Blackhawks and has naming rights for a concourse at Madison Square Garden through its deal with MSG Entertainment, illustrating Kalshi’s growing integration into professional sports venues. Additionally, it has unofficial ties with MLB teams such as the Red Sox and Dodgers, and it took part in a strategic partnership during the recent World Cup. Kalshi’s increasing brand visibility extends to sponsoring The Athletic’s TikTok content during the World Cup, underscoring a multi-platform marketing strategy.

As football season approaches, The Athletic is actively expanding its partnership network while exploring collaborations beyond prediction markets. Recent reports indicate it is in discussions with the NFL for content distribution on the league’s digital platforms and has quietly begun syndicating some stories on NBA.com. This multi-front approach reflects The Athletic’s strategic push to diversify its media footprint and revenue streams through a mix of traditional and emerging sports-betting sponsorships.