PANews reported on June 2nd that, according to a press release from Kalshi, The Jeffrey, a bar on New York's Upper East Side, launched a promotion during Game 1 of the NBA Finals: if the New York Knicks won, all drinks for customers that night would be free. To avoid incurring significant costs, the bar also invested $5,000 in the Kalshi betting market to establish a hedging position, purchasing "Knicks win" contracts.

Specifically, if the Knicks win, the bar will cover customer bills, but the profits from the Kalshi contract will offset any losses. If the Knicks lose, the bar won't have to offer free meals and can benefit from increased foot traffic from promotions, only incurring hedging costs. Bar owner Andy Freedman stated that this arrangement allows him to launch bolder marketing campaigns while controlling risk.