UFC Turns Spectators into Active Prediction Experts
- UFC parent TKO Group partners with Polymarket to integrate real-time fan prediction markets into live broadcasts, marking a first for major sports. - The collaboration features global sentiment scoreboards during fights and speculative social media content for post-fight matchups, enhancing audience interaction. - Zuffa Boxing (launching Jan 2026) adopts Polymarket as its first official partner, aligning with TKO's streaming strategy on Paramount+ and boosting stock by 2.3% premarket. - Polymarket's $15B
Polymarket Teams Up with UFC to Offer Live Crypto-Based Fan Predictions
TKO Group Holdings Inc. (NYSE: TKO), the parent company of Ultimate Fighting Championship (UFC) and Zuffa Boxing, has entered into a partnership with Polymarket, a prediction market platform, to bring real-time fan prediction features to its broadcasts and live events. This partnership,
Through this multi-year partnership, Polymarket will introduce a live scoreboard during UFC events,
This collaboration will also cover Zuffa Boxing, the new professional boxing venture launching in January 2026. Polymarket will
The announcement has already influenced TKO’s stock,
This partnership comes as regulators show increased interest in sports prediction markets. ProphetX, another startup in the sector, has
TKO’s Ariel Emanuel highlighted the partnership’s ability to “open up a new level of fan engagement,” noting that prediction markets offer a non-competitive, data-centric way to interact with sports, differing from traditional betting.
This agreement reflects a larger movement of prediction markets into mainstream entertainment. Polymarket has recently been integrated with Google Finance and Yahoo Finance, and has also
Disclaimer: The content of this article solely reflects the author's opinion and does not represent the platform in any capacity. This article is not intended to serve as a reference for making investment decisions.
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