LaLiga North America has announced a multi-year partnership with Polymarket, a US-based prediction market platform. This collaboration marks a milestone, making LaLiga the first major European football league to designate a prediction market operator as an official regional partner.
The exclusive agreement, revealed last Thursday, pertains to operations in the United States and Canada. Under the terms, Polymarket will manage prediction market activities related to LaLiga within these territories.
In addition to managing prediction markets, Polymarket will receive broadcast exposure and access to digital and social media programming, along with rights to utilize LaLiga and club intellectual property in connection with fixtures and competitions. The partnership also aims to enhance fan engagement through experiences such as VIP match hospitality and virtual meet-and-greets with former players.
Since 2018, LaLiga North America has focused on commercial expansion, guided by a 20-year joint venture with Relevent, which oversees the league's strategic growth in North America. Existing regional sponsors for LaLiga include prominent brands like Walmart, McDonald’s, and Verizon. The inclusion of Polymarket adds a betting-related engagement avenue to LaLiga's sponsorship portfolio.
Polymarket's founder and CEO, Shayne Coplan, expressed confidence in the partnership, stating it would enrich the 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. He added, "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."
This agreement is part of Polymarket's broader strategy to secure sports partnerships in the US. Recently, the National Hockey League selected both Polymarket and competitor Kalshi as official prediction market partners, marking a first for major American sports. Additionally, Polymarket signed a partnership with the Ultimate Fighting Championship in November 2022, and Major League Baseball followed suit in March 2023.
