LaLiga North America signs multi-year Polymarket deal for the US and Canada

LaLiga North America has entered a multi-year agreement with prediction market platform Polymarket, granting the company exclusive rights as the league’s official prediction market partner in the United States and Canada.

The deal represents the first instance of a major European football league appointing a prediction market operator in an official regional capacity. The agreement gives Polymarket the ability to manage prediction market activities tied to LaLiga competitions across both markets.

Under the terms of the agreement, Polymarket will receive broadcast exposure and participate in digital and social media programming linked to LaLiga content. The company will also have rights to use league and club intellectual property in connection with matches and competitions.

The partnership also includes fan-focused initiatives such as VIP match hospitality and virtual meet-and-greets with former players. These activations are designed to extend audience interaction beyond traditional viewing formats.

The agreement builds on LaLiga North America’s commercial activity since 2018, when the league entered a 20-year joint venture with global sports and media rights organization Relevent to oversee its development in the region.

“Soccer’s growth, especially in North America, is spearheaded by young, diverse and multicultural audiences who consume the game across multiple screens, so it’s our goal to continue to engage these demographics in new and unique ways,” said Boris Gartner, Relevent CEO & Partner.

“It’s imperative we go beyond traditional engagement efforts in order to bring these audiences closer to the beautiful game than ever before, and we couldn’t think of a better partner than Polymarket to achieve that.”

Polymarket joins a roster of regional partners that includes Walmart, Lowe’s, McDonald’s, Verizon, Remitly, and Panini. The addition introduces a prediction-based product into the league’s partnership portfolio for the first time.

Continued push into sports partnerships

The LaLiga agreement adds to a series of sports-related deals secured by Polymarket as it expands its presence in the sector.

“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,” said Shayne Coplan, Founder and CEO of Polymarket. “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.”

In October, the National Hockey League named Polymarket and Kalshi as official prediction market partners. The following month, the Ultimate Fighting Championship reached an agreement with Polymarket, and in March, Major League Baseball also named the platform as an official partner.

Polymarket has also announced partnerships with Major League Soccer, including serving as the exclusive and official prediction market for MLS Cup, MLS All-Star, and Leagues Cup.