LALIGA North America, a joint venture between Spain’s top soccer league and Relevent Sports Group, has teamed up with Polymarket in a multi-year partnership to give North American fans new ways to engage with the league and its stars.
Soccer’s rapid growth in North America is driven by young, diverse fans who follow matches across multiple devices, and the league is exploring innovative engagement strategies to connect with these audiences more meaningfully, said Boris Gartner, CEO and Partner at Relevent, in a statement.
“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,” Gartner noted.
Through the collaboration, fans will gain unprecedented opportunities to predict match outcomes, interact with players, and engage through digital, social, and VIP experiences.
The agreement supports LALIGA’s continued expansion in North America, building on the 20-year joint venture with Relevent. Polymarket will have exclusive rights to use league and club IP and collaborate on a transparent, responsible engagement framework powered by its next-gen sports integrity technology.
The goal is to provide fans with a more expressive platform to follow football, allowing their views on players and matches to be tracked in real time, according to Polymarket CEO Shayne Coplan.
“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,” Coplan stated.
Polymarket already works with major leagues like MLB, NHL, UFC, and MLS, bringing real-time predictive engagement to passionate soccer audiences in North America.
Since Javier Tebas became president in 2013, LALIGA has transformed into a model of financial stability, international growth, and technological leadership.
The league markets audiovisual rights worth nearly €2 billion per season, invests in innovation through LALIGA Tech, and engages fans globally via digital platforms, e-sports, and virtual games.
Its joint ventures in North America, China, and Mexico reflect a strategy to expand the Spanish game internationally, while initiatives like LALIGA Grassroots and its Foundation reinforce social impact and community engagement.
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