Kalshi is expanding its celebrity endorsement roster to include NFL star Marshawn Lynch, joining actor Timothée Chalamet as a face of the prediction market platform. The Lynch campaign dropped on September 10. The strategy signals Kalshi is investing in mainstream brand awareness to differentiate itself in the growing event-contract market.

Celebrity endorsements are a costly signal that Kalshi is betting on retail user acquisition over institutional volume. If the playbook works, expect Polymarket and DraftKings to respond with their own talent deals.