A version of this article first appeared in the CNBC Sport newsletter with Alex Sherman, which brings you the biggest news and exclusive interviews from the worlds of sports business and media. Sign up to receive future editions, straight to your inbox.

For many Americans, the best part of the Super Bowl is the commercials. This year, you can make — or lose — money on them, too.

Prediction market platforms Kalshi and Polymarket currently have contracts open on which companies will run ads during Super Bowl 60, which will feature the Seattle Seahawks vs. the New England Patriots and is set for Feb. 8 in Santa Clara, California. Users can trade on whether Salesforce or Verizon or Coca-Cola will have a Super Bowl spot this year, for example.

While Polymarket’s trades are just a “Yes/No” bet, Kalshi has a few predictions that are a bit more nuanced, such as, “Who will appear in a big game ad before Feb 9, 2026?”, with trades available for Sydney Sweeney, Timothée Chalamet and Harry Styles.

It’s a new wrinkle for the advertising industry’s biggest night. The price of Super Bowl commercials goes higher and higher each year as the Super Bowl’s TV audience keeps rising. Last year’s game was watched by 127.7 million viewers, a record high. That game, broadcast by Fox, generated about $7.5 million per 30-second spot, with 10 or so ads commanding more than $8 million.

This year, NBC, which will broadcast the game, has sold out all of its ad inventory, averaging $8 million per 30-second commercial, with between five and 10 ads selling for more than $10 million apiece, according to Mark Marshall, NBC’s chairman of global advertising and partnerships. The closer to the game that a company buys an ad slot, the more it pays.

According to Marshall, technology companies have bought the most spots across this year’s slate, though NBC defines technology relatively broadly: Uber Eats, for example, is considered a tech company. Only two automobile companies are advertising during the game. About 40% of advertisers this year have never bought a Super Bowl spot before, Marshall said.

But the entrance of prediction market platforms means Marshall has reason to keep details close to the vest.

For those not familiar with how these prediction markets work, they basically trade like stocks, with contracts priced between $0 and $1. The contracts trade up or down depending on the action.

For example, for “Which brands will advertise during the big game 2026?” on Kalshi, Spotify spiked on Jan. 19, going from $0.35 to $0.69 before settling down. As of Friday morning, a “Yes” contract for Spotify was priced at $0.37.

If your predicted outcome materializes, you get paid, with winning contracts paying out $1 each, minus fees.

Both Polymarket and Kalshi are also offering other prediction trades around the Super Bowl, including “What songs will be played at the halftime show?,” “Who will attend the big game?” (Lionel Messi? Elon Musk?), and more traditional sportsbook “bets” such as “Seattle vs. New England: Most Rushing Yards.”

While straight sports predictions, such as rushing yards, are unknown events, there are likely hundreds, if not thousands, of employees who know whether their company is planning to run a Super Bowl commercial. That makes some contracts ripe for insider trading.