LaLiga North America has finalized a multi-year partnership with Polymarket, a prediction market platform, granting it exclusive rights as the official prediction market partner for the league in the United States and Canada.
This agreement marks a significant milestone, being the first time a major European football league has appointed a prediction market operator in an official capacity within a region. Polymarket will oversee prediction market activities related to LaLiga competitions in both countries.
As part of the deal, Polymarket will gain exposure through broadcasts and will engage in digital and social media initiatives linked to LaLiga content. The platform will also have the rights to utilize league and club intellectual property for matches and competitions.
Additionally, the partnership will feature fan-centric initiatives, including VIP match experiences and virtual meet-and-greet opportunities with former players, aimed at enhancing audience interaction beyond conventional viewing methods.
This collaboration builds on LaLiga North America’s commercial efforts since 2018, when it entered a 20-year joint venture with Relevent, a global sports and media rights organization, to foster its growth in the region.
Boris Gartner, CEO and Partner at Relevent, emphasized the importance of engaging with young, diverse audiences in North America who consume soccer across various platforms. He stated, “It’s vital to go beyond traditional engagement strategies to connect these audiences with the beautiful game, and we believe Polymarket is the ideal partner for this.”
Polymarket joins a list of regional partners that includes major brands such as Walmart, Lowe’s, McDonald’s, Verizon, Remitly, and Panini. This partnership introduces a prediction-based offering to LaLiga’s portfolio for the first time.
Polymarket continues to expand its footprint in the sports sector, having secured several sports-related partnerships. Shayne Coplan, Founder and CEO of Polymarket, shared, “Our aim is to provide fans with a more interactive way to engage with the game, allowing real-time opinions on players, matches, and season outcomes. Partnering with LaLiga enhances this interaction for one of the most passionate fanbases globally, offering a fresh and dynamic way for North American audiences to connect with the league.”
In recent months, Polymarket has also been named the official prediction market partner for the National Hockey League and the Ultimate Fighting Championship, among others, and has secured partnerships with Major League Soccer, including being the exclusive prediction market for events like the MLS Cup and MLS All-Star Game.