Sports sponsorships in the global betting and gaming industry never sleep. This week alone has already produced some major deals, which will be seen by millions of sports fans around the world.
This edition of Sponsor Spotlight will look at LALIGA’s new regional growth in East and Southeast Asia, BetGoodwin tackling Scottish football, Kalshi cashing in on a major star’s return to MMA, and Polymarket bringing in more good news for soccer fans in the US.
LALIGA taps into Asian crypto markets
It is no secret that Asia holds massive engagement opportunities for European football leagues, with millions of domestic fans representing an untapped potential.
LALIGA was one of the first major competitions on the Old Continent to launch a direct-to-consumer option for audiences in the East, and its venture to break new grounds there is still going strong.
The brand has announced crypto trading platform WEEX as its new regional partner in Hong Kong and Thailand, in a move that aims to “embed crypto into mainstream sports” – looking to leverage WEEX’s approximately 6.2 million tech-savvy users.
BetGoodwin gets promoted in Scotland
East Sussex-based iGaming operator BetGoodwin made the Scottish news round this week by announcing a sponsorship deal with Inverness Caledonian Thistle FC (ICTFC), lovingly nicknamed the Caley Thistle, just in time for the new season.
ICTFC was competing in the Scottish League one during the 2025/26 season, emerging victorious holding the cup over its head in a neck-to-neck battle and only a two-point difference against its main title rival, Stenhousemuir FC.
As a result, Caley Thistle fans saw their favourite club promoted, and will watch it compete in the Scottish Championship during the 26/27 season, with BetGoodwin placed front-and-center on the champions’ playing kits until May 2028.
Kalshi welcomes Nate Diaz back to MMA
After a well-deserved break from the professional world of mixed martial arts, Nate Diaz will once again march into the octagon at the Intuit Dome in Los Angeles on 16 May.
The fighting superstar last saw action in 2024 when he won a boxing match against former UFC colleague Jorge Masvidal. Diaz’s last MMA bout goes even further back, when he defeated Tony Ferguson in 2022.
Prediction markets platform Kalshi is now backing Diaz as he returns to fighting, in a multi-layered deal that will see ‘The Stockton Slugger’ actively engaged with various promotional campaigns and Kalshi-led fan initiatives.
Italy’s top-light league gains ground with Polymarket
On the topic of prediction markets, Kalshi’s main rival Polymarket has announced a brand new deal with Italian football league Serie A that will focus on expanding its regional presence in the US.
With an increasing number of US sports fans developing an active interest in European football, Serie A will seek to leverage this growing opportunity as part of its global expansion strategy, and what better way to do it than joining forces with Polymarket – one of the two biggest providers of prediction markets in the world.
Spotlight rankings: Who’s standing out?
1. LaLiga/WEEX
This one stands out the most because it taps into two separate but equally major verticals. LALIGA has a combined total of 240 million social media followers across 41 countries.
There is no doubt that Asia is a big market for it, judging by the active engagement with the local scene. Add the rapidly developing world of crypto to that, and you’ve got yourself a partnership with significant influence.
And while it may not be a betting sponsorship, it does reflect on the trajectory many leagues are going down. With betting deals becoming increasingly regulatory fractious, crypto exchanges are a perfect way to fill the gap.
2. Nate Diaz/Kalshi
Love him or hate him, there is no denying that Nate Diaz is a household name in MMA. His return to the octagon is guaranteed to send tremors across the fighting world, and it is no surprise that Netflix decided to drop big money in order to stream the event. With Kalshi on board, this partnership is definitely the most trendy on today’s list.
3. Polymarket/Serie A
Italian football has always been class. For US fans following the top-fight Serie A for some time now, this statement will be nothing new. However, there is a whole new generation of US fans that is just starting to discover the magic of the league whose standards have been set by the all-time greats Maldini, Totti, Buffon, and Zidane. With the added appeal of Polymarket, entry into Serie A will be made even easier.
4. BetGoodwin/Caley Thistle
This is a partnership on a smaller scale then the rest we have today, but in no way lesser in importance for the passionate supporters of Caley Thistle. With the next season promotion to the Scottish Championship now a fact, BetGoodwin will certainly provide a much needed financial boost that will help the club show the same best-class performance it did last season.
