Polymarket and Major League Soccer (MLS) reach exclusive licensing agreement

Odaily Planet Daily reports that on-chain prediction market Polymarket has announced a multi-year exclusive licensing agreement with Major League Soccer (MLS), becoming MLS's sole prediction market partner. The agreement covers the MLS Cup, various divisional seasons, and the All-Star Game. The two companies will also launch new fan experiences, including "second-screen interaction" during games, to enhance viewer engagement. Polymarket founder and CEO Shayne Coplan stated that as soccer's audience continues to grow in the US, fans are looking for new ways to engage more deeply with the game. Through this partnership, Polymarket will present real-time collective market predictions at key game moments and throughout the season narrative, providing fans with a more interactive and data-driven viewing experience. This collaboration also comes against the backdrop of prediction market platforms Polymarket and Kalshi accelerating their expansion into sports and media licensing. Industry insiders believe that the price and probability data generated by prediction markets are gradually becoming an important source of information for sports, media, and search platforms.