LaLiga strikes Polymarket prediction markets deal for US and Canada

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LaLiga has signed a multi-year North America deal with prediction market platform Polymarket, positioning the agreement around fan engagement inventory and integrity safeguards as leagues test regulated “prediction” products alongside mainstream betting.

LaLiga North America has agreed a multi-year partnership with Polymarket to make the platform the Spanish league’s official and exclusive prediction market partner in the United States and Canada.The agreement was struck via LaLiga North America, the joint venture between LaLiga and Relevent Sports Group that oversees regional commercial strategy, partnerships and fan development.Boris Gartner, Relevent CEO and partner, said: “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.”The partnership includes premium broadcast visibility, league-led digital and social content, and “exclusive fan experiences” ranging from VIP match hospitality to virtual meet-and-greets with former LaLiga players.Polymarket also receives rights to use LaLiga and club intellectual property in connection with LaLiga matches in the two territories, a notable step as prediction markets seek official data, brand integration and promotional access similar to sportsbook sponsorship models.Shayne Coplan, Polymarket’s founder and chief executive, said: “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.”LaLiga said the partnership will include a “responsible and transparent framework” aimed at protecting sporting integrity, reflecting heightened sensitivity among rights-holders about market manipulation risk, athlete safeguarding and the blurring lines between fandom products and gambling.The league pointed to Polymarket’s next-generation sports integrity platform, announced on March 10 in partnership with Palantir Technologies and TWG AI, as part of the monitoring and governance architecture intended to support league confidence and regulatory expectations.The deal also underscores LaLiga’s broader push to grow its business in North America ahead of the 2026 FIFA World Cup, with LaLiga North America continuing to build a regional partner roster across retail, telecoms, QSR and payments.Polymarket has accelerated its sports rights strategy in the past year with league partnerships in North America, positioning official relationships as both a distribution channel and a credibility marker as prediction markets expand under increasing scrutiny.