Major League Soccer has decided to step on the gas. The league announced a multi-year partnership with Polymarket, the world’s largest prediction market, officially bringing this kind of experience into its digital ecosystem. The deal, brokered through Soccer United Marketing (SUM), makes Polymarket the exclusive prediction partner for MLS, the All-Star Game, MLS Cup, and the Leagues Cup. In practical terms, it’s MLS saying the modern fan doesn’t just want to watch, they want to participate, share opinions, and interact, all in real time.
The move puts the league among the first global soccer properties to use prediction markets as an official engagement tool. And that’s no small thing. In a country where attention is fought for second by second, MLS is betting on data, second-screen experiences, and collective fan sentiment to keep people locked in for all 90 minutes and beyond.
A new layer of engagement for American fans
The plan is to weave Polymarket insights into the league’s digital platforms, creating experiences that run alongside live matches and reflect how fans are reacting to decisive moments. The goal is to turn every game into an interactive event, where trends, expectations, and probabilities become part of the story.
Shayne Coplan, Polymarket’s founder and CEO, explained the move by saying, “À medida que o público do futebol continua a crescer e a evoluir nos EUA, os fãs procuram novas maneiras de se envolverem mais profundamente com o jogo”. According to him, the partnership allows MLS to “revelar o sentimento coletivo em tempo real sobre momentos-chave, partidas e histórias ao longo da temporada”.
On the league’s side, MLS Vice Commissioner and SUM President Gary Stevenson doubled down on the innovation angle: “À medida que a MLS continua a crescer, a inovação permanece fundamental para a forma como interagimos com os fãs e desenvolvemos a liga”.
MLS has been riding the surge of interest in soccer across the United States, driven by its competitions and especially by the upcoming 2026 World Cup. The mission is to grow the audience, pull in younger fans, and open up new revenue streams.
Innovation, new money, and a debate that’s just getting started
Even though they’re called prediction markets, platforms like Polymarket work a lot like betting, with users trading contracts tied to sports results. MLS is trying to limit risk by structuring the deal through SUM and adding independent monitoring to help protect the integrity of its competitions.
So far, only the NHL has entered formal partnerships in this space. The NFL, NBA, and MLB are still taking a cautious approach. MLS, once again, chose to be the test lab.
This move can easily be seen as a turning point. The league boosts its digital relevance, brings fans closer to the product, and positions itself as a leader in sports innovation. At the same time, it takes on the responsibility of leading a sensitive conversation around ethical boundaries, transparency, and regulation.
MLS is making a big play on interactivity and data. It could pay off in meaningful ways. But the success of this strategy won’t depend on technology alone. It’ll depend on fan trust.