Groundbreaking deal: LaLiga joins forces with Polymarket
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8 Apr 2026 •
Reading time: 3 minutes
LaLiga is taking a groundbreaking step in its international expansion by partnering with the American platform Polymarket. This partnership aims to strengthen the Spanish league’s presence in North America.
An unprecedented alliance in European football
This agreement marks a break from traditional commercial strategies in European football. LaLiga North America has entered into a multi-year partnership with Polymarket, an American platform specialising in prediction markets. Never before has a major European league appointed an operator of this kind as an official regional partner.
The agreement, announced last week, applies exclusively to the United States and Canada. It grants Polymarket extensive rights to manage activities related to prediction markets surrounding LaLiga competitions in these territories.
Enhanced engagement for North American fans
The aim is to enrich the fans’ experience. Polymarket will benefit from significant visibility, notably through television broadcasts, digital content and social media campaigns. It also gains the right to use LaLiga’s and its clubs’ trademarks and intellectual property in direct connection with matches and competitions.
Shayne Coplan, founder and CEO of Polymarket:
“Our aim is to offer fans a more engaging way to follow the game, where their views on players, matches and the season’s results can be reflected in real time.”
The partnership also includes hands-on experiences designed to bring fans closer to the pitch. These include VIP access to matches and virtual meet-and-greets with former players.
LaLiga is seeking to attract a North American audience that is already heavily engaged with other sports. In this market, innovation in fan engagement has become a key differentiator.
A strategy underway for several years
Since 2018, LaLiga has been pursuing an ambitious expansion strategy in North America through a 20-year joint venture with the organisation Relevent. This entity is responsible for driving the league’s commercial growth on the continent.
The integration of Polymarket into this ecosystem complements a portfolio of partners including Walmart, McDonald’s and Verizon.
Polymarket and European regulators: expansion under pressure
Behind Polymarket’s innovation and international ambitions lies a more complex reality in Europe. The platform, which allows users to speculate on future events, is facing growing resistance from the authorities, particularly in Belgium, where it is now considered illegal.
In February 2025, the Gaming Commission officially added Polymarket to the blacklist of banned sites. The body accuses the platform of operating without a licence, in direct violation of Belgian gambling legislation.
Beyond the regulatory issue, Polymarket has a controversial reputation. The platform has been accused by some observers of influencing public perceptions. Critics have raised suspicions of probability manipulation, particularly during political elections, where prediction markets can give the impression of anticipating results.
This situation stands in stark contrast to Polymarket’s current strategy. Whilst the company is forging numerous partnerships with sports leagues, particularly in North America, it remains widely contested in Europe.