LaLiga Partners with Polymarket in North America
LaLiga has officially partnered with Polymarket, becoming the first European football league to collaborate with the prediction markets platform. Under the agreement, Polymarket serves as LaLiga’s exclusive prediction market partner in the United States and Canada.
The deal provides fans with new ways to interact with the league, its clubs and players. This partnership aligns with LaLiga’s strategy to engage younger, more diverse audiences in North America. Boris Gartner, CEO and partner at Relevent, highlighted the importance of connecting with multicultural fans across various platforms and noted that Polymarket offers an innovative engagement model beyond traditional approaches.
Polymarket joins LaLiga’s roster of regional partners, including Walmart, Lowe’s, McDonald’s, Verizon, Remitly and Panini. The agreement grants the platform visibility during broadcast matches, access to LaLiga’s intellectual property and opportunities to host VIP matchdays, hospitality events and virtual meet-and-greets with league legends.
Both LaLiga and Polymarket emphasize responsible fan interaction, using Polymarket’s integrity platform developed alongside Palantir Technologies and TWG AI. Shayne Coplan, Polymarket’s founder and CEO, said the partnership enables fans to share real-time opinions on players, matches and season progress, offering a unique interactive experience.
This collaboration marks another milestone in LaLiga’s international expansion strategy and reflects a broader trend in sports towards interactive, fan-centric engagement models.
