The Jeffrey, a bar in New York's Upper East Side, has utilized prediction market Kalshi to hedge a promotional event during the NBA Finals Game 1. The bar offered free drinks if the New York Knicks won, while simultaneously investing $5,000 in Kalshi to purchase "Knicks win" contracts as a hedge. This strategy allows the bar to offset potential losses from the promotion if the Knicks win, while benefiting from increased customer traffic if they lose, with only the hedging cost as a downside. Bar owner Andy Freedman highlighted that this approach enables risk-controlled, bold marketing initiatives.