TKO Group Holdings, Inc. (NYSE: TKO) and Polymarket, the world’s largest prediction market, today announced a comprehensive multi-year partnership in which Polymarket will become the Official and Exclusive Prediction Market Partner of UFC and Zuffa Boxing.
The agreement establishes UFC and Zuffa Boxing as the first sports organizations to integrate prediction market technology directly into the live fan experience. Polymarket will create a new storytelling metric, visualizing fan sentiment and perceived momentum that complements, not competes with, regulated sports betting.
“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, TKO CEO.
“Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time, transforming passive viewership into active participation.”
“Few sports generate emotion and debate like the UFC,” said Polymarket CEO Shayne Coplan. “By bringing prediction markets to the broadcast and arena, we’re giving fans a new way to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round.”
As the Official and Exclusive Prediction Market Partner of UFC, Polymarket will strategically activate its brand across a wide array of UFC premium assets, including live events, broadcasts, and social media content.
TKO shares began the session up $2.54, or 1.4%, to $184.22
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