Polymarket cannot seem to escape the limelight at the moment, and this time the prediction market platform is in the headlines due to a multi-year partnership with LALIGA North America.
The deal marks the first time in which a European football league has entered into an official agreement with a prediction markets operator, although the deal is exclusively aimed at football fans in North America.
Under the deal, Polymarket becomes the Official and Exclusive Prediction Market Partner of Spain’s LALIGA in the US and Canada, as both parties look to deepen fan engagement across a rapidly growing and increasingly digital-first audience.
The partnership, LALIGA says, reflects a broader strategic push to connect with younger, multicultural fanbases in North America, where consumption habits are shifting toward multi-screen and interactive experiences.
“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, Chief Executive Officer and Partner at Relevent, which entered a 15-year, 50/50 joint venture with the Spanish league in 2018 to create LALIGA North America.
“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.”
The agreement includes a range of commercial and fan-facing activations, including premium broadcast exposure, digital and social content integration, and access to exclusive experiences such as VIP match hospitality and virtual meet-and-greets with LALIGA legends.
A key component of the deal is Polymarket’s ability to utilise official league and club intellectual property, which will allow for deeper integration of prediction-based engagement around live matches and season outcomes.
Shayne Coplan, Founder and CEO of Polymarket, commented: “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.
“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.”
Hope for Polymarket in Europe?
For Polymarket, the agreement adds to a growing roster of major sports partnerships, including deals with leagues such as MLB, NHL, UFC and MLS.
The news comes on the same day that the New York-headquartered firm failed in its bid to stay in Romania, as the ONJN gambling authority rejected Polymarket’s appeal to be removed from the country’s blacklist.
The business has had a tough time trying to enter the European market. Along with Romania, Germany, Belgium, Italy, Poland, Hungary, the Netherlands, Switzerland, France, Hungary and Portugal have all prevented prediction markets from operating in their respective jurisdictions.
Prediction markets, which have grown in popularity, mainly driven by the rise of Polymarket and its fellow US operator Kalshi, argue that they do not offer gambling products, but rather ‘events contracts’ – where users wager against each other on the outcome of an event.
In the US, they are regulated by the Commodity Futures Trading Commission (CFTC). The abovementioned European markets disagree with this sentiment, however.
Despite challenges in Europe, the LALIGA deal proves that prediction market platforms can still reach partnerships with European entities, albeit across the pond where they have seen the most favourable regulations to date.
As a sidenote, Gibraltar, which borders Spain, just this week licensed a prediction markets platform as a B2C betting intermediary, which may also add to Polymarket’s faint hope of prediction markets coming to fruition on this side of the Atlantic.
Want to hear more stories like this? Check out the new SBC Media YouTube Channel, the new home of all things multimedia at SBC, where our team deep-dives into the biggest stories from across the sports betting, iGaming, affiliate and payments industries.
