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- Polymarket signed a deal with the NHL last month
- Company can offer sports outcome exchanges in all 50 US states
- Fanatics and Crypto.com in talks to launch predictions market product
TKO Group has inked a multi-year partnership with Polymarket, which will see the integration of prediction markets into the Ultimate Fighting Championship (UFC).
The deal sees Polymarket become the official and exclusive prediction market partner of the UFC and the newly launched Zuffa Boxing promotion – the first properties to integrate the technology directly into live events.
As part of the collaboration, Polymarket will produce the first-ever real time ‘Fan Prediction Scoreboard’ within UFC broadcasts. It will feature data visualisations covering fan sentiment and perceived momentum that provides a new engagement metric to complement traditional sports betting odds.
The UFC and Polymarket will also work together on a content series for the promotion’s social channels, which will highlight potential matchups for UFC fighters coming off a victory.
As for Zuffa Boxing, Polymarket will gain in-arena activations and content opportunities. It becomes the official brand partner for the promotion, which launches next January.
“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, executive chair and chief executive of TKO. “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.”
Polymarket adds TKO to a growing roster of sports partners, after agreeing a multi-year collaboration with the National Hockey League (NHL) last month. Polymkrket is already available globally and is expected to re-launch officially in the US next year, after being shut down in 2022.
“Few sports generate emotion and debate like the UFC,” added Shayne Coplan, founder and chief executive of Polymarket. “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.”
Prediction market exchanges like Polymarket enable fans to trade based on the outcome of live sport and other major events. However, unlike sports betting, the exchanges occur under federal commodities and derivatives regulation rather than state gambling laws, allowing the likes of Polymarket to operate in all 50 US states.
The growing popularity of prediction markets has not gone unnoticed by established US gambling corporations. FanDuel this week announced it would launch its own predictions market product, with rival DraftKings also planning to do the same.
Meanwhile, the Financial Times (FT) reports that Fanatics is in early talks with Crypto.com to jointly develop a predictions market product.
However, the presence of prediction market operators is coming under increasing legal scrutiny from state regulators. Kalshi, a rival of Polymarket, has been sued by multiple state gaming agencies which allege the company violates state laws by offering event contracts similar to sports bets.
Last month, Kalshi sued New York’s gaming commission, arguing that the state regulator is overstepping its authority by attempting to regulate sports betting operations that fall under exclusive federal jurisdiction.
SportsPro says…
Having made its name in offering predictions based on politics and global events, Polymarket is now branching out into live sport. It sees an opportunity to engage fans and satisfy demand in states where betting is banned.
It was reported last month that the company was seeking to raise funds at a US$15 billion valuation, demonstrating the high earnings potential in the predictions market space.
Partnering with TKO offers an opportunity to tap into an engaged fanbase who will be partial to making predictions on live fights. It also provides a test case to showcase prediction market technology in a live sports setting and how it can help properties further engage fans and increase revenue streams.
TKO property UFC is no stranger to experimenting with new technologies. However, The timing of the Polymarket partnership will raise eyebrows given UFC president and chief executive Dana White this month admitted the promotion had consulted with the FBI over suspicious betting activity.
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