Key facts
- Prediction market companies Kalshi and Polymarket are using the New York Knicks' NBA Finals success for marketing.
- Kalshi's marketing involved a viral clip of fan MD Ahnaf Hossain and a follow-up interview.
- Polymarket became associated with fan Jake Epstein's "Jalen Brunson" livestream stunt.
- Hossain's chant, "My mayor Muslim, my bagels Jewish, My Christian Dior, Knicks in four," became a viral sensation.
- The Knicks won their first NBA championship since the 1970s.
Prediction market platforms Kalshi and Polymarket are leveraging the New York Knicks' successful NBA Finals run to generate buzz and attract users through viral marketing stunts.
Kalshi has been active in capturing fan celebrations outside Madison Square Garden, deploying videographers and a robot named BingBot. A clip featuring 23-year-old fan MD Ahnaf Hossain chanting "My mayor Muslim, my bagels Jewish. My Christian Dior — Knicks in four!" gained significant traction online, amplified by a Kalshi-affiliated account. The company later coordinated with Hossain for a follow-up video, gifting him a Dior scarf. Kalshi spokesperson Dani Lever described the marketing as both smart and organic, emphasizing the company's New York roots.
Separately, Polymarket became associated with a livestream stunt by 22-year-old fan Jake Epstein, who attempted to say "Jalen Brunson" 100,000 times. Epstein stated that Polymarket approached him during the stunt and offered support. A planned Jalen Brunson lookalike contest for Game 4, which was to involve Polymarket, was later canceled by Epstein due to exhaustion from his livestream.
The Knicks ultimately won the NBA Finals 4-1, securing their first championship since the 1970s, amidst a city-wide celebration that these marketing efforts sought to tap into.