Sports Illustrated partners up with Galactic to deliver a revamped spin on sports prediction

Sports Illustrated, the sports media giant, is entering the prediction game. This news came out on March 27, 2025, announcing that the company recently partnered with UK-based digital media outfit Galactic. They are launching SI Predict, which enables fans to bet on unusual events that could take place during live sports events, not just on the outcome. Slated for release in Q2 2025, there has been a buzz about how a whole new fan engagement system can bring forth a unique element to the sports betting industry. Let’s take a closer look at this deal — what it’s all about, why it’s gaining traction, and what it means for the average sports nut.

A New Kind of Betting Game

SI Predict isn’t your typical sportsbook gig. You won't be placing wagers on the score of the Super Bowl or putting money on LeBron scoring 30. Instead, this platform focuses on the things around the edges, or what Galactic calls ‘lifestyle moments. For instance, is Taylor Swift going to be at the game? Or, how many Jimmy Dean hot sausage sandwiches will get sold at halftime? The platform will focus more on the surrounding chaos and the general vibe rather than the game's outcome. The prediction market is associated with “athletic events and their corded lifestyles.” This is the hook—it gives you a chance to flex your instincts on the fun, unpredictable bits.

Galactic is bringing its tech prowess to the mix. They’re a digital media team that develops slick platforms, and they’ve got the muscle of Sports Illustrated through Authentic Brands, which controls the SI name. A Bloomberg article from March 26, 2025, quoted Galactic CEO Harry Cheude promoting this new venture to “deepen fan engagement.” Sports betting is already a powerhouse, legal in 38 states in the USA, but this latest model skips the more crowded market of “who wins.” They are not wasting time, as they are launching across the United States, Canada, and beyond next quarter.

Why Sports Illustrated is Diving In

For over 50 years, Sports Illustrated has been a household name. However, with layoffs and an ownership change, the world-famous SI magazine is not what it used to be. Partnering with Galactic feels like a savvy pivot. Since buying Sports Illustrated back in 2019, Authentic Brands has been building the brand’s portfolio in new ways with acquisitions like SI Swimsuit NFTs and, now, prediction markets. Sean Conroy of Minute Media confirmed that “it's about connecting fans to sports in new ways.” SI has the momentum required for success, given a monthly readership of 1.7 million in print and 11 million hits online.

This isn’t their first flirtation with betting, either. SI already has a sportsbook arm, which was launched in 2021 with 888 Holdings, but SI Predict is something else entirely. On March 26, posts on X commented about it being a clever move for SI, with some indicating it was a lifeline to pull in younger fans who live for the memes and side action in big events. It's an opportunity to rely on their heritage while experimenting with a market that still has room for growth.

How It’ll Play Out for Fans

SI Predict sounds like a blast for the typical Joe or Jane hooked on the game—if you enjoy wild stuff, of course. Galactic's sipredict.com website teases "unique sports event contracts" and early rumors of markets like celebrity sightings or in-game stunts. The concept offers the opportunity to participate actively, making decisions on the sidelines instead of merely observing. 

It is not clear how deep the menu will go at launch—whether it will be a few quirky bets or a full lineup. While it's legal where betting's allowed, the patchwork of laws across the USA means some fans may miss out. Nonetheless, with the support of Sports Illustrated and the technology of Galactic, it has a good chance of becoming a portal for the casuals who would rather bet on a streaker than a spread.

The Prediction Market Boom

Prediction markets are currently hot, and this deal capitalizes on that trend. In recent times, Kalshi has gained attention for venturing into election bets, and Robinhood partnered with it for the March Madness markets earlier this month. Additionally, DraftKings applied for "DraftKings Predict" last year. The U.S. market has eased since the repeal of PASPA in 2018, with the sports betting industry increasing to more than $10 billion, according to the A.G.A. SI Predict is entering the market at the right time, catering to the social, "what if" crowd rather than the perceived serious gambler.

According to Paige Smith of Bloomberg on March 26, Galactic is smartly avoiding direct game results to escape more strict market regulations. It's fun, not aggressive, which lets SI Predict profit from the explosive surge in betting. Should it take off, it could draw viewers who would never gamble on a conventional book.

What’s Next for SI Predict?

The target for Q2 2025 is April to June; thus, we are not far off from having this venture go live. Galactic has developed the necessary technology, while SI has a well-known brand. They are likely to take fan engagement to a new level and could become a consistent revenue generator. Think of the hype surrounding the Super Bowl or NBA Finals — where the side bet became bigger than the game itself. To be successful, it must be easy and fun—too complicated and it won’t work; too niche and it won’t scale.

Expect changes down the road—perhaps more markets, larger events, or even tying in SI's editorial crew for selections. Should it click, other media companies may do likewise. Right now, it's a wait-and-see deal with some very significant promise.

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