Svmuu reports that The Jeffrey, a bar on Manhattan's Upper East Side, launched a promotion during Game 1 of the NBA Finals: if the New York Knicks won, all customer drinks for the night would be free. The bar simultaneously invested $5,000 on the prediction market Kalshi to establish a hedging position, purchasing "Knicks Win" contracts. If the Knicks won, the bar would have to cover customer tabs, but profits from the Kalshi contracts would offset those losses. If the Knicks lost, the bar would not need to comp any drinks and would only lose the hedging cost. Bar owner Andy Freedman stated that this approach allows them to execute bolder marketing campaigns while maintaining risk control.