Polymarket Signs Landmark US Partnership Deal with Spain’s La Liga
Polymarket’s millions of customers in North America will be able to enjoy exclusive La Liga offers and VIP access following a landmark agreement with the top Spanish soccer league.
Under the deal, the prediction market giant becomes La Liga’s “official regional partner” in the U.S. and Canada. It’s the first such deal in America for a European soccer league.
At a Glance:
- Polymarket signs multi-year agreement with LaLiga North America
- The exclusive partnership will cover the U.S. and Canada. It’s a first for a European soccer league
- Predictions giant earns rights to manage markets covering La Liga games
- Polymarket joins McDonald’s and Walmart among La Liga’s U.S. partners
- La Liga deal follows October’s partnership announcement with the NHL
La Liga grows US presence as it targets multicultural audiences
Polymarket is the world’s largest prediction market and has now become the ‘official and exclusive prediction market partner of La Liga in the U.S. and Canada.
“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 perks to include La Liga ‘meet & greets’
The partnership between Polymarket and La Liga will include “exclusive fan experiences” and virtual (though not in-person) “meet and greets” with La Liga players.
La Liga fans can also expect VIP match hospitality and targeted digital programming.
La Liga audiences in the US continue to grow
The Polymarket deal follows a 20-year agreement between La Liga and the U.S. broadcaster Relevent. Signed in 2018, Relevent has been key in promoting Spanish soccer in the United States and Canada.
La Liga is one of Europe’s oldest and most popular leagues for overseas fans. Barcelona and Real Madrid are the big draws, with some stars like Kylian Mbappe household names in the U.S.
La Liga games are shown live on ESPN, while Hispanic viewers in the U.S. are served by Spanish-language broadcasts. You can also stream matches live on ESPN+. According to SBRnet Sports Fan, La Liga viewership in the U.S. grew by more than 22% from 2022 to 2024.
Polymarket rides the storm over prediction market regulation
Predictions market platforms — which operate as “financial trading sites”, rather than sportsbooks — continue to make headlines. Several states, such as Arizona, are attempting to regulate these sites as sportsbooks. However, regulators have come to blows with the CFTC (Commodity Futures Trading Commission), which argues that only it has the power to limit operators.
Polymarket will also hope to avoid the kind of PR nightmare that followed the announcement of its partnership with the MLS (Major League Soccer). Following the deal, MLS released a press statement about “suspicious betting alerts” involving soccer players, Derrick Jones and Yaw Yeboah. The pair were given life bans from MLS after being caught betting on their own matches.
The NBA is also looking to enter a deal with prediction market platforms, according to Commissioner Adam Silver.
