Fox Corporation eyeing prediction markets growth “with interest”
Fox Corporation CEO Lachlan Murdoch has said that the organisation is keeping close tabs on the growth of prediction markets across the US.
Murdoch said there were significant revenue opportunities for prediction markets to advertise on Fox-owned platforms.
The vertical has exploded in popularity, led by Kalshi and Robinhood, and has seen online sports betting operators shift into the arena.
DraftKings, Flutter-owned FanDuel, and Fanatics have all launched prediction markets platforms since December.
Fox holds a 2.5% stake in Flutter Entertainment, which Lachlan attested is worth around $700m
As part of Flutter’s acquisition of The Stars Group in 2020, Fox received the right to acquire an 18.6% equity interest in FanDuel.
FanDuel launched its prediction markets product, FanDuel predicts, towards the back end of 2025. The product has subsequently been expanded across 50 US states at the start of the year.
Speaking on Fox’s Q2 2026 earnings call, Murdoch talked up the advertising potential of the prediction markets space while praising Flutter and FanDuel.
He said: “In terms of sports betting and prediction markets, we continue to be big fans of Flutter and FanDuel. Our 2.5% of Flutter is worth about $700m, and our option, if you look at the average buy-side of valuation of our option of 18.6% in FanDuel, remains worth about $2.1bn.
“We’re big fans of sports wagering, particularly Flutter and FanDuel, and we’re watching the prediction markets growth with interest. It is an opportunity for us in terms of advertising and deals with these emerging prediction markets.
“Over time, you’ll see significant revenue flowing to us from an advertising perspective from these clients.”
The Stars Group and Fox launched Fox Bet in 2019 on a joint venture basis, with the brand absorbed when Flutter and TSG combined.
Fox Bet was subsequently shuttered in 2023, with Fox retaining the rights to the future use of the Fox and Fox Bet brands, including the Fox Bet Super 6 game.