Polymarket has secured an exclusive, multi-year licensing agreement with Major League Soccer (MLS), marking a significant milestone for the on-chain predictions market. As the sole partner for prediction markets related to MLS events, Polymarket will provide fans with opportunities to engage in real-time predictions on key matches, including the MLS Cup, All-Star Game, and various conference championships.
This partnership is part of Polymarket’s broader strategy to forge closer ties with major sports organizations. With this deal, the company aims to offer new interactive features and increase fan engagement during live MLS matches. Fans will be able to participate in predictions, providing a more immersive experience through second-screen technologies.
Expanding Fan Engagement Through Innovation
Polymarket’s collaboration with MLS will introduce innovative engagement tools, such as second-screen experiences, which allow fans to interact with ongoing matches in real time. According to Polymarket CEO Shayne Coplan, this partnership will provide MLS fans with new ways to engage with the game while gathering insights into collective sentiment during key moments of the season.
Fans will be able to make predictions on various events, reflecting public sentiment. This feature, Coplan notes, offers a data-driven way to engage with soccer, enabling viewers to gauge community expectations regarding specific outcomes. The predictions will be based on aggregate user wagers, establishing a more accurate prediction market.
Growth of the Prediction Market Industry
The partnership with MLS is part of a broader trend wherein companies like Polymarket and Kalshi are forming licensing agreements with sports leagues, media outlets, and search engines.
These arrangements aim to harness the power of prediction markets to deliver more interactive content for sports fans. Kalshi, for instance, has entered similar agreements with other leagues, including the National Hockey League (NHL), while Polymarket has also established partnerships with the UFC and the New York Rangers.
Polymarket’s collaboration with MLS comes at a time when Kalshi has experienced increased trading volume, largely thanks to its partnership with Robinhood, which has broadened its user base significantly. However, Polymarket’s exclusive agreement with MLS could enhance its standing in the sports prediction arena by attracting a larger fan base.
Regulatory Challenges and State Resistance
Although the Commodity Futures Trading Commission (CFTC) has granted approval for prediction markets to operate across the United States, certain states are imposing restrictions against sports betting on these platforms. States like Massachusetts, Ohio, and Tennessee have challenged sports contracts, arguing that these prediction markets resemble unlicensed betting.
This regulatory environment could impact the growth of prediction platforms in particular regions. Nevertheless, Polymarket’s exclusive agreement with MLS signals confidence in navigating these obstacles. The partnership is expected to thrive despite ongoing regulatory concerns, as both entities work to align their operations with local regulations.
