LaLiga North America has forged a multi-year partnership with Polymarket, a leading prediction market platform, which has been appointed as the exclusive prediction market partner for the league in both the United States and Canada.
This collaboration marks the inaugural appointment of a major European football league of a prediction market operator in an official capacity within a specific region. Polymarket is now authorized to oversee prediction market activities related to LaLiga events across these territories.
As part of the agreement, Polymarket will gain broadcasting visibility and engage in both digital and social media initiatives associated with LaLiga content. Furthermore, the company will have rights to utilize league and club intellectual property during matches and competitions.
In addition, the collaboration includes engagement initiatives for fans, such as exclusive match hospitality experiences and virtual meet-and-greet sessions with former players. These activities are intended to enhance audience participation beyond conventional viewing experiences.
This partnership strengthens LaLiga North America’s commercial endeavors initiated in 2018, when the league commenced a 20-year joint venture with the global sports and media rights organization Relevent to propel its growth in the region.
“The surge in soccer’s popularity, particularly in North America, is led by a dynamic, diverse, and multicultural audience that consumes the sport via various platforms. Therefore, our objective is to connect with these demographics in innovative and distinct ways,” stated Boris Gartner, CEO & Partner at Relevent.
“It’s critical to look beyond traditional means of engagement to immerse these audiences deeper into the beautiful game than ever before, and we believe Polymarket is the perfect partner to help us realize this vision.
Polymarket now joins a suite of regional partners that includes Walmart, Lowe’s, McDonald’s, Verizon, Remitly, and Panini, marking the first time a prediction-focused product has been introduced into the league’s partnership roster.
Ongoing Expansion into Sports Collaborations
The collaboration with LaLiga enhances Polymarket’s portfolio of sports partnerships as it continues to solidify its footing within the industry.
“Our mission is to provide fans with a more expressive way to engage with the game, allowing their opinions on players, matches, and season outcomes to be reflected in real time,” remarked Shayne Coplan, Founder and CEO of Polymarket. “Joining forces with LaLiga brings that level of engagement to one of the most fervent global fan communities and opens up a new, interactive avenue for audiences in North America to connect with the league.”
In October, the National Hockey League enlisted Polymarket and Kalshi as its official prediction market partners. Shortly thereafter, in November, the Ultimate Fighting Championship formalized a deal with Polymarket; additionally, in March, Major League Baseball recognized Polymarket as an official partner as well.
Furthermore, Polymarket has recently established agreements with Major League Soccer, which includes serving as the exclusive and official prediction market for events such as the MLS Cup, MLS All-Star match, and Leagues Cup.