- Major League Soccer (MLS) and its commercial arm, Soccer United Marketing, have named
Polymarket as their official and exclusive prediction market partner.
- The multi-year deal covers major events including the MLS Cup, All-Star Game, and Leagues Cup, focusing on digital “second-screen” fan engagement.
- The partnership includes integrity safeguards, allowing the league to oversee which markets are offered and requiring independent monitoring of trading activities.
Major League Soccer announced a landmark multi-year partnership with Polymarket on Monday, making the platform the league’s sole official partner for prediction markets. The agreement, facilitated through Soccer United Marketing (SUM), positions MLS as one of the first major global soccer leagues to formally integrate prediction-based insights directly into its digital ecosystem. Under the terms of the deal, Polymarket will receive exclusive marketing rights across high-profile events, including the MLS Cup, the MLS All-Star Game, and the mid-season Leagues Cup.
The collaboration aims to enhance the fan experience by developing “second-screen” interactive content. This initiative will surface real-time collective sentiment and probabilities during live matches, allowing fans to engage with data-driven storylines as they unfold. Beyond standard branding like LED stadium signage, the two entities will collaborate on digital fan experiences designed to capture younger, tech-savvy demographics that are increasingly moving away from traditional broadcasting models.
Integrity remains a central pillar of the agreement. MLS executives confirmed that the league will maintain oversight of the types of contracts offered on the platform. Specifically, the league is working to prohibit markets that are easily manipulated or prone to inside information, such as yellow and red cards. Compliance will be monitored by third-party firms like IC360 and Sportradar to ensure all trading activities adhere to strict integrity standards.
“Through our partnership with MLS and Leagues Cup, we can surface real-time collective sentiment around key moments, matches, and season-long storylines,” said Shayne Coplan, Founder and CEO of Polymarket. “It gives fans a more interactive, data-driven way to experience the game and engage with the world’s most popular sport.”
The move comes as the prediction market sector experiences explosive growth and heightened competition. While the NHL recently signed non-exclusive deals with both Polymarket and its rival Kalshi, MLS has opted for an exclusive model to differentiate its fan engagement strategy. The partnership reflects a broader trend of sports leagues seeking to legitimize and financialize fan sentiment ahead of the 2026 FIFA World Cup in North America.
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