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A Detroit business owner will soon face city scrutiny after permitting crypto-based prediction market platform Polymarket to paint an advertisement on a water tower located on his industrial property.

The Detroit Free Press reported on Wednesday (Sept. 16) that a water tower located northeast of the downtown city was recently painted and branded with Polymarket’s likeness. The water tower is located just off Interstate 94 at Mount Elliott Street, Exit 217.

The water tower is specifically located at the business of Mount Elliott Crushing, a recycler of concrete products. While the water tower is on private land, the City of Detroit requires that permits be secured for advertisements on such structures.

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“As the category continues to grow, robust integrity safeguards are not simply optional; they are foundational,” Sean Conroy, EVP of rights and partnerships at Genius Sports, said of the launch.

“By bringing together official data, live streaming, league IP, integrity services and the reach of our Legend media network, we are helping Polymarket deliver a differentiated and trusted experience for sports fans across the US.” 

Genius signed deals with both Polymarket and Kalshi in August, to provide real-time event data and league integrity services, as well as streaming services. Fellow data provider Sportradar also announced similar multi-year partnerships with both Kalshi and Polymarket in June. 

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The CFTC’s move also comes as other US regulators continue to craft their own crypto policies. The agency and the Securities and Exchange Commission (SEC) jointly issued an interpretation in March on how certain crypto assets would be treated under federal securities laws. 

A lot of bigger questions remain without the CLARITY Act. The bill aimed to establish a federal framework for digital commodities and delineate the roles of the SEC and the CFTC. 

Its failure also leaves unresolved disputes over prediction markets and state and tribal gaming authorities, outside a comprehensive congressional framework. Those issues took on new significance during Senate floor debate over the bill, as concerns about federal commodities oversight extended to markets typically regulated at the state or tribal level.