INSIDE COMPLIANCE

On August 5, 2026, On3, a sports media company whose coverage focuses primarily on collegiate sports and recruiting, announced a rather eye-opening partnership with Polymarket, one of the leading prediction markets in the world. On3’s partnership with Polymarket will entail original and sponsored content and market-based storytelling in the world of college sports. Interestingly, the partnership will not feature content related to high school recruiting and the transfer portal, areas in which On3 has become a national leader. However, this is not the first partnership between sports entities and prediction markets. As these partnerships become increasingly common, they raise several questions regarding the integrity of sports leagues and media, in addition to the seemingly endless regulatory headaches. To maintain the highest order of honesty in sports and the media, the Commodity Futures Trading Commission (CFTC), the leading regulatory body for prediction market compliance, must carefully monitor these partnerships and close the gaps in its current framework.