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,” said Adam Barrick, Head of Sports Partnerships at Kalshi. “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.”

“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,” said Jason Wagenheim, CEO of North America at Footballco. “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.”