UFC Parent TKO Signs Polymarket to Exclusive Prediction Market Deal

Ultimate Fighting Championship parent company TKO Group Holdings has partnered with Polymarket in a multi-year exclusive deal to integrate prediction markets into UFC and Zuffa Boxing events. This partnership introduces a Fan Prediction Scoreboard that visualizes global fan sentiment and fight forecasts during broadcasts. Polymarket's crypto-powered markets will enhance fan interaction by allowing them to buy and sell predictions as matches unfold. Additionally, a social media series named 'Matchup Predictions—Who's Next?' will utilize Polymarket's data to speculate on potential matchups post-fight. Polymarket, recently valued at $9 billion after significant investment from the Intercontinental Exchange, aims to transform passive viewership into active participation. TKO's CEO Ariel Emanuel highlighted the value of this collaboration in enhancing fan engagement in real time. The partnership also marks Polymarket as the inaugural official brand partner of Zuffa Boxing, set to launch in January 2026.

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