US neobroker Robinhood (NASDAQ:HOOD) has announced that its Robinhood Derivatives LLC unit is launching pro (i.e. NFL) and College football prediction markets directly within the Robinhood app. Available through Robinhood’s Prediction Markets Hub, customers can now trade on the outcomes of the most popular pro and College football games, including all regular season pro matchups, and all College Power 4 schools and independents.

Robinhood’s addition of what amounts to full-blown sports betting via Event Contracts is not without controversy. Although all products are being offered via a CFTC regulated exchange, the “regular” sports betting industry in the US is very heavily regulated, state by state, with Robinhood’s offering essentially bypassing those same regulators and standards.

Since first launching prediction markets at the end of last year (with betting on the outcome of last November’s US election), there have been more than 2 billion contracts traded on Robinhood. However Robinhood launched and then pulled March Madness event contracts earlier this year, and similarly yanked its Super Bowl betting offering, providing something of a rocky start to its foray into sports betting.

“Football is far and away the most popular sport in America,” said JB Mackenzie, VP & GM of Futures and International at Robinhood. “Adding pro and college football to our prediction markets hub is a no-brainer for us as we aim to make Robinhood a one-stop shop for all your investing and trading needs.”

Pro and college football prediction markets are rolling out now and will be available to all eligible customers in the coming days. At launch Robinhood said it is offering contracts for the first two weeks of the NFL and College seasons. It plans to add weekly matchups as the season progresses (for example, NFL week 3 games will launch after week 1 concludes).

Unlike sports betting, where the firm sets a line, Event Contracts leverage the power and rigor of financial market structure and are offered in a marketplace where buyers and sellers interact to set the price. Customers can access the contracts in real time and manage risk by adjusting–or exiting–their positions up to and throughout a game before a contract expires.

Robinhood said that it believes in the power of prediction markets, and thinks they play an important role at the intersection of trading, news, information, economics, politics, culture, and sports. the company currently offer contracts across crypto, economics, financials, sports, culture, and more, with others being added regularly. Ultimately, Robinhood said that its goal is to enable anyone, anywhere, to trade, invest or hold any financial asset and conduct any financial transaction through Robinhood.

Prediction markets are offered by Robinhood Derivatives, through KalshiEX LLC, and are currently available across the US through a CFTC regulated exchange.

The company expects NFL and College football prediction markets on Robinhood to be tradeable daily from 8:00am ET until 3:00am ET.

To be eligible, customers must apply and be approved for a Robinhood Derivatives account (or already have an existing Robinhood Derivatives account).