It is reported that Polymarket has signed a multi-year cooperation agreement with TKO Group Holdings, officially becoming the official prediction market partner of the Ultimate Fighting Championship (UFC) and Zuffa Boxing. This initiative will bring real-time forecasting technology into live fight events.
The UFC official blog stated on Thursday that Polymarket will add a data-driven narrative layer to the events, tracking changes in fan sentiment in real-time, including an innovative "Fan Prediction Scoreboard" that can instantly convert audience expectations into real-time feedback on emotional fluctuations during each match.
As a blockchain-based prediction platform, Polymarket allows users to trade on the outcomes of real-world events. The company's founder and CEO, Shayne Coplan, noted, "This partnership will provide fans with a new way to engage with the events—not just passively watching the results, but being able to witness in real-time how global audience expectations change with each round's progress."
Additionally, UFC and Polymarket plan to launch a themed social series that will showcase potential post-fight matchups on UFC's main platforms, sparking fan discussions, and Polymarket will create corresponding themed markets based on this.
TKO Executive Chairman and CEO Ariel Emanuel further added, "This collaboration will help fans transform the traditional passive viewing experience into active participation and interaction."
Prediction market platforms like Kalshi and Polymarket, which allow users to bet on various events—from predicting whom former President Trump will pardon to the price of Bitcoin (BTC) on a specific date—have seen significant popularity growth following the 2024 U.S. presidential election.
Since then, these platforms have shown rapid development. On November 6, Google announced the integration of Kalshi and Polymarket into its search results as part of an AI-driven upgrade, allowing users to directly view real-time probability forecasts for future market events.
Polymarket has also partnered with the fantasy sports platform PrizePicks to bring its event markets into the PrizePicks app, enabling users to predict outcomes in sports, entertainment, and culture.
However, the prediction market has also faced scrutiny this month. A study released by Columbia University indicated that about 60% of Polymarket's trading activity appears to be wash trading, with approximately a quarter of the total trading volume over the past three years potentially stemming from manipulated trades. Notably, this study has not yet undergone peer review.
Related: Major fantasy sports operators partner with Polymarket to enter the prediction market
Original article: “UFC Teams Up with Polymarket to Add Betting Signals to Live Event Coverage”
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