Santa Surprise

What is Santa Surprise?

Each year, the start of the NFL season gives bonus hunters an opportunity to take advantage of generous offers from leading operators as the companies engage in a customer acquisition bonanza.

Given the rise of prediction markets, this week arguably represents the most frenzied campaign since the historic PASPA decision in 2018. Buttressed by massive capital injection from substantial funding rounds, operators have spent handsomely on celebrity endorsements. Over the last week, ads featuring LeBron James, Sydney Sweeney, Marshawn Lynch and Jeremy Piven have showered the airwaves. Even Pete Sampras, who disappeared from the public spotlight for the better part of two decades, resurfaced in a US Open spot for Kalshi.

While Polymarket pulled off a coup with the signings of James, Eli Manning and Derek Jeter, a Novig ad featuring Sweeney arguably received as much fanfare. Sweeney, an Emmy Award-nominated actress known for her role in HBO’s Euphoria series, stars in the spot titled “Just Sports.” As of Friday afternoon, the Novig post on social media platform X received at least nine million views.

How to play Santa Surprise

Stakeholders have yet to determine their response to the bills, with educational campaigns and collective actions on the agenda. Coordination with political leaders in the city of São Paulo is also under way.

Reinaldo Carneiro Bastos, president of the São Paulo Football Federation, expressed concern about the bill, saying: “If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch.”

According to him, advertising from betting companies is a primary revenue source for the clubs. Opponents from other states would be able to retain such advertising, creating a competitive disadvantage, particularly for Corinthians, Palmeiras and São Paulo.

About Santa Surprise

That relationship ended in April, just six months after it started. Yahoo Finance confirmed the end of that agreement to Bloomberg but noted that Polymarket remains an advertising partner.

“The new hub will display probability data from Polymarket for key economic, government, & market outcomes,” said Polymarket in a post on X last November. “Each probability view will be paired with related news, quotes, & analysis from Yahoo Finance + its partners. By combining trusted data with in-depth analysis, the hub will empower investors to make smarter, more strategic prediction market investments.”

Yahoo—which is 90% owned by private equity giant Apollo Global Management, the firm that acquired operating control of The Venetian in Las Vegas—did not elaborate on why the Polymarket integration ended.