The Golden Globes is no stranger to controversy, but after spending a few years rebuilding its reputation and audience, the awards show is now tying itself to a controversial prediction marketplace that seems almost tailor-made for insider trading.

The Golden Globes announced Thursday that it is partnering with Polymarket, a platform where users can essentially bet on the outcome of real-world events by buying and selling contracts on whether an event will occur or not.

As part of the deal, Polymarket will provide real-time market insights during the official 2026 Golden Globes viewing party.

“The Golden Globes have long been a place where audiences debate and predict what will happen next,” said Polymarket founder and CEO Shayne Coplan in a press release. “By pairing cultural debate with market-based probabilities, we’re giving fans a new, more interactive way to follow the show as it unfolds.”

The partnership comes as the awards body has managed a notable comeback after facing backlash just a few years ago. According to The Hollywood Reporter, the 2024 Golden Globes averaged 9.47 million viewers, up 51% from 6.25 million for the 2023 ceremony.

In 2022, the show wasn’t televised at all for the first time since 2008 after the Hollywood Foreign Press Association became embroiled in several controversies, including ethical concerns over gifts and financial benefits that some of its members allegedly received.

Since then, the awards show has seemingly found its stride. This year’s Golden Globes are set to air this Sunday on CBS.

But now, with this new partnership, the Golden Globes appear to be inviting fresh scrutiny.

Polymarket was founded in 2020, just a couple of years after its main rival, Kalshi, launched in 2018. Both platforms have surged in popularity in recent years after correctly forecasting major events, including the 2024 presidential election and the New York City mayoral race.

Kalshi even partnered with CNN late last year, saying in a press release that its markets could help journalists “more easily surface credible information to their audiences about the real-time probabilities of future cultural and political events.”

But new levels of scrutiny on insider trading surfaced this month after an anonymous Polymarket account made more than $400,000 betting that Venezuelan President Nicolás Maduro would be ousted by the end of January. According to The Wall Street Journal, the account doubled down on those bets just hours before bombs reportedly fell over Caracas.