Bundesliga signs Polymarket as first US regional sponsor
Relevent has secured Polymarket as the Bundesliga’s first US regional sponsor, adding prediction markets to the German league’s strategy for expanding commercial engagement across the Americas.
Relevent has appointed Polymarket as the Bundesliga’s official prediction market partner in the United States, delivering the German league’s first regional sponsorship agreement in the market.The multi-year partnership will begin with the 2026–27 season in August. Financial terms were not disclosed.Bundesliga Americas executive vice-president Robin Austermann said: “Partnerships like this one are a testament to our long-term collaboration with Relevent to grow German soccer in the region, as we continue to showcase Football As It’s Meant to Be in the Americas.”Polymarket users will be able to trade event contracts linked to Bundesliga match outcomes, subject to US regulation and platform eligibility requirements.The partnership also includes digital and social content centred on match predictions and market activity.Polymarket US will receive exclusive rights to use Bundesliga and collective club intellectual property within listed prediction markets.Sportradar will retain its position as the league’s exclusive sports wagering, streaming and data partner. Any supply of official Bundesliga data to Polymarket would require a separate commercial agreement.That distinction preserves Sportradar’s contracted data rights while allowing Relevent to create a new sponsorship category around fan predictions and event contracts.Polymarket president of sports business development Ari Borod said: “The Bundesliga is home to some of the most exciting players in world football, and its U.S. audience reflects that.“An official partnership with the Bundesliga equips Polymarket to serve that audience with the credibility the league deserves.”The agreement is the first Bundesliga sponsorship secured by Relevent since the parties began a long-term commercial relationship in September 2024.Relevent is responsible for expanding the league’s marketing and sales activity across the Americas, supporting local sponsorship, content and audience development.The Bundesliga has subsequently expanded its New York operation and opened a content studio in Guadalajara to produce localised material for North, Central and South American audiences.Polymarket has also built a wider football portfolio that includes US partnerships with LaLiga and Serie A, alongside agreements involving MLS and Liga MX.Its expansion shows how prediction markets are becoming a new sponsorship category for sports properties, particularly in the US, where event contracts operate under a different regulatory framework from conventional sports betting.The category still presents reputational and regulatory considerations for leagues, including market integrity, consumer protection and the treatment of contracts linked to sporting outcomes.Polymarket US operates as a Commodity Futures Trading Commission-regulated designated contract market.The Bundesliga agreement gives Relevent a first test of whether prediction markets can generate sponsorship revenue and digital engagement while supporting the league’s longer-term effort to grow their US audience.