U.K.-based media predictions firm Galactic announced a partnership with the Sports Illustrated brand to launch SI Predict.
The intrigue: SI Predict is "a new prediction platform that deepens fan engagement by allowing them to interact directly with lifestyle moments adjacent to live sports events," according to Galactic.
Users will be able to trade contracts on "the outcomes of trends and themes around major global sporting events" but not on the outcomes of the games themselves.
The big picture: A growing number of companies are dipping their toes in sports prediction markets amid a national regulatory vacuum on sports betting.
Reality check: The SI brand — which is owned by Authentic Brands Group — was once attached to a sportsbook that barely made a dent in the highly competitive betting space.
The company that ran SI Sportsbook recently initiated plans to close the operation in the U.S.
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