LaLiga North America has entered a multi-year agreement with US-based prediction market platform Polymarket. The move is a first for a major European football league, in designating a prediction market operator as an official regional partner.
The exclusive partnership, announced last Thursday, covers the United States and Canada, granting Polymarket rights to manage prediction market activities associated with LaLiga across these territories.
Polymarket will gain broadcast exposure, access to digital and social media programming opportunities, as well as the rights to use LaLiga and club intellectual property aligned with fixtures and competitions.
The partnership also encompasses unique fan experiences, including VIP match hospitality and virtual meet-and-greets with former players.
LaLiga North America’s commercial expansion has been ongoing since 2018 under a 20-year joint venture with Relevent, an organisation that oversees the league’s strategic growth in the continent.
The league’s existing regional sponsors include major consumer brands like Walmart, McDonald’s and Verizon. The addition of Polymarket introduces a betting-adjacent and engagement-driven product to this portfolio.
Polymarket founder and CEO Shayne Coplan said the agreement would provide a richer viewing experience for LaLiga fans.
“Our goal is to give fans a more expressive way to follow the game, where opinions on players, matches, and season outcomes can be reflected in real time,” Coplan said in a statement.
“Partnering with LaLiga brings that level of interaction to one of the most passionate global fanbases and introduces a new, more dynamic way for North American audiences to engage with the league.”
Another sports deal for Polymarket
The LaLiga partnership is the latest in a string of sports agreements made by Polymarket as it continues its rapid expansion in the US.
In October, the National Hockey League named both Polymarket and competitor Kalshi as official prediction market partners, becoming the first major American sport to announce a commercial agreement with the sites.
The following month, the Ultimate Fighting Championship signed a deal with Polymarket and, in March this year, Major League Baseball also named the prediction market its official partner.
Kyle Goldsmith
Kyle has been with Clarion since December 2023, joining from the world of sports journalism, subsequently becoming a LatAm-facing senior reporter with iGB.
Original article: https://igamingbusiness.com/prediction-markets/laliga-first-european-league-partner-polymarket-north-america/
