LaLiga announced today that it has signed a multi-year deal with Polymarket, making it the first European soccer league to name a prediction market as its official and exclusive partner in the United States and Canada.
The partnership with LaLiga gives Polymarket a foothold in one of the world’s best-known soccer leagues as prediction markets continue to grow in popularity and push deeper into mainstream sports.
According to the press release, the deal will place Polymarket across broadcasts, digital content, and social media in the U.S. and Canada, while also allowing the company to use certain LaLiga and club branding for matches in those markets.
LaLiga portrayed the deal as a play to engage soccer’s fanbase in North America as the sport becomes increasingly popular.
Reacting to the new partnership, Relevent CEO & Partner Boris Gartner 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.”
Meanwhile, Polymarket said it would give fans a new way to interact with matches, players, and season outcomes in real time.
“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,” Polymarket’s Founder and CEO Shayne Coplan said.
This new deal with LaLiga isn’t Polymarket’s first soccer partnership. In January, Major League Soccer named Polymarket its official and exclusive prediction market partner for MLS, MLS All-Star Game, MLS Cup presented by Audi, and Leagues Cup.
The signing of that deal was a sign that soccer was becoming an increasingly important part of Polymarket’s North American sports strategy, especially as the 2026 FIFA World Cup approaches.
LaLiga Pitches Fan Engagement and Integrity
The fan experience is a big part of the partnership, with LaLiga North America saying the agreement will pair fan-facing activations with what it calls a “responsible and transparent framework” designed to support the integrity of the sport.
Integrity has been a constant topic as sports leagues and regulators have raised alarms about whether prediction markets have the necessary safeguards in place to protect against manipulation and insider trading.
In an interview with CasinoBeats, CAS arbitrator and FIFA consultant Rodrigo Arias Grillo said sports federations have a duty to protect the integrity of their competitions, warning that when they fail to do so, it “crushes the soul of any sports association…you lose the fans, you lose the economic support.”
For LaLiga, the deal with Polymarket appears to be an effort to acknowledge that many fans trade on prediction markets while also making it clear that integrity protections are part of the partnership.
MLS used similar language when it announced its deal with Polymarket, saying its partnership included safeguards such as independent monitoring of trading activity and collaboration around MLS and Leagues Cup markets.
Other Leagues Are Joining the Prediction Market Trend
The partnership with LaLiga adds to Polymarket’s expanding sports portfolio. In March, MLB named Polymarket its exclusive prediction market exchange partner.
MLB also signed a first-of-its-kind memorandum of understanding with the Commodity Futures Trading Commission, creating a formal information-sharing channel focused on baseball-related integrity concerns.
Before that, the NHL signed multi-year partnerships with Polymarket and Kalshi, and UFC entered its own multi-year deal with Polymarket to bring prediction market features into fight broadcasts and live events.
All of these recent deals show that major sports leagues increasingly see the commercial upside in partnering with prediction markets and that the industry is gaining legitimacy even as it continues to face legal challenges and regulatory scrutiny.
