Onchain predictions market Polymarket has signed a major exclusive licensing agreement with Major League Soccer (MLS), the largest professional soccer league in the United States. Under the deal, Polymarket will serve as the sole prediction market partner for the league, covering major events including the MLS Cup, its major conference, and the All-Star Game.
The partnership will also develop new "fan experiences," such as second-screen engagement during live broadcasts. Polymarket founder and CEO Shayne Coplan stated, "As soccer’s audience continues to grow and evolve in the U.S., fans are looking for new ways to engage more deeply with the game. Through our partnership with MLS and Leagues Cup, we can surface real-time collective sentiment around key moments, matches, and season-long storylines, giving fans a more interactive, data-driven way to experience the game."
This deal is part of a broader surge in licensing activity for leading prediction platforms. Both Polymarket and its competitor Kalshi are securing data partnerships with media firms, sports leagues, and search engines. Recent agreements include multi-year deals with the National Hockey League, while Polymarket has also signed exclusive pacts with the Ultimate Fighting Championship and the New York Rangers.
The prediction market sector is experiencing explosive growth, fueled by generational adoption and regulatory tailwinds. According to new survey data from The New Consumer and Coefficient Capital, 31% of Americans believe prediction markets will become a more important cultural force. This sentiment is strongest among younger demographics: Gen Z and Millennials show 17% awareness of Polymarket versus just 4% for Gen X and older.
Financially, the sector is commanding massive valuations. Kalshi recently raised $1 billion at an $11 billion valuation, while Intercontinental Exchange (owner of the NYSE) invested $2 billion into Polymarket at a $9 billion valuation, bringing their combined worth to $20 billion. Trading volumes are at record highs, with Kalshi processing $1.7B-$2.3B weekly and Polymarket handling $1B-$1.7B per week.
Regulatory shifts have been crucial. After being forced out of the U.S. in 2022, Polymarket returned with full CFTC approval in late 2025. Kalshi's legal victory over the CFTC in May 2025 opened federal election markets. Despite ongoing state-level challenges in jurisdictions like Massachusetts, Ohio, and Tennessee, the CFTC under Chairman Michael Selig has adopted a more permissive "forward-looking" approach.
The sector now faces its next major test with the upcoming 2026 FIFA World Cup, which is expected to generate $35 billion in bets, potentially offering a massive opportunity for prediction markets to capture mainstream attention.
