Polymarket lands LaLiga as first European soccer league partner
Polymarket, the cryptocurrency-based prediction market firm, has landed its first partnership with a European soccer league after securing a regional deal with Spain’s top-tier LaLiga covering North America.
Under the multi-year agreement, Polymarket becomes the official and exclusive prediction market of LaLiga in the US and Canada, with the platform to provide the continent’s growing fanbase with more opportunities to engage with LaLiga and its players. Discover B2B Marketing That Performs
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The deal includes broadcast visibility, fan-focused digital and social programming, and exclusive fan experiences, including VIP match hospitality and virtual meet and greets with LaLiga legends.
As part of the deal, Polymarket also secures exclusive rights to use LaLiga and club intellectual property in connection with LaLiga matches.
Shayne Coplan, founder and chief executive of Polymarket, 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.
“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.”
The deal was struck with LaLiga North America, the long-term joint venture between Spain’s top-flight soccer league and Relevent Sports Group, the US soccer events and media business, which has overseen LaLiga’s commercial activities across the US, Canada, and Mexico since 2018.
Polymarket joins a growing slate of regional partners secured by the joint venture, including Walmart, Lowe’s, McDonald’s, Verizon, Remitly, and Panini.
LaLiga, meanwhile, joins a growing list of sports organizations partnered with Polymarket, including baseball’s MLB, ice hockey’s NHL, mixed-martial arts promotion UFC, and soccer’s MLS, which includes serving as the exclusive and official prediction market for the domestic MLS Cup, MLS All-Star, and Leagues Cup competitions. It also has a tie-up in place with international sports streaming service DAZN.
Boris Gartner, Relevent chief executive 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.
“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.”
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