Polymarket, the controversial predictions market wagering business, has struck a new multi-year regional partnership deal with Italian soccer’s top-flight Serie A.
Through the new agreement, Polymarket will serve as the exclusive official prediction market partner of Serie A in the US territory, offering wagering markets powered by data supplied by Serie A.
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This will be aided by Serie A partner Genius Sports’ betting data services.
The Polymarket brand will also gain prominent positioning and brand integration on Serie A’s US social media and digital channels.
Speaking on the agreement, Polymarket founder and chief executive Shayne Coplan said: “Prediction markets give fans a way to actively interpret the game in real time, and partnering with Serie A brings that model to one of the world’s most followed leagues at a moment when American interest in the sport is at an all-time high.”
Michele Ciccarese, marketing and commercial director at Serie A, added: “The United States represents a key growth market for Serie A.
“Our exclusive alliance with Polymarket, as regional partner in the US, lets us engage a new generation of fans through a platform that embodies emerging trends. It delivers an interactive, real-time product rooted in insights and participation perfectly aligned with their expectations.”
In the US, Serie A coverage is broadcast on Paramount-owned network CBS and the Paramount+ streaming service in English, with Spanish-language coverage provided on OTT streamer DAZN.
Those agreements, however, only run through the current 2025-26 season, meaning the league must work to secure a new agreement going forward in order to maximize the value of its partnerships in the region.
For Polymarket, this is its second Serie A-centric agreement, having last month agreed to become the front-of-shirt sponsor of Italian heavyweights Lazio on a multi-year deal running through the 2027-28 campaign.
The partnership’s focus on Polymarket’s information website and not its trading activity is due to the company not holding an online gaming (ADM) license in Italy, meaning it cannot operate fully in the country.
While Polymarket’s site is accessible in Italy, trading features are limited or unavailable for Italian users, who can only browse the company’s information. Similar restrictions are in place in other countries, including France, Switzerland, and Australia.
In the US, however, the predictions platform has a burgeoning user base and has rapidly agreed a number of prominent tie-ups with the largest sports organizations in the market.
This Serie A-wide deal, though, adds to Polymarket’s sports sponsorship activity as it looks to boost its visibility, having last month landed its first partnership with a European soccer league, teaming up with Spain’s top-tier LaLiga in the US and Canada on similar terms.
That includes sponsorship agreements with baseball’s MLB, ice hockey’s NHL, mixed-martial arts promotion UFC, and Major League Soccer, which includes serving as the exclusive and official prediction market for the domestic MLS Cup, MLS All-Star, and Leagues Cup competitions. It also has a tie-up in place with international sports streaming service DAZN.
