The strategic partnership between UFC and Polymarket has been made official, according to TKO Group Holdings. The goal of this multi-year union is to integrate real-time prediction markets into live combat sports broadcasts. Ariel Emanuel, CEO of TKO, highlighted that this alliance unlocks a “new dimension” of fan engagement, transforming passive viewers into active participants through data visualization and live market sentiment during fights.
The alliance will bring attractive innovations for users. For example, the “Fan Prediction Scoreboard” in broadcasts will measure the audience’s pulse round by round. This integration, which will cover both UFC events and the launch of Zuffa Boxing, reinforces Polymarket’s aggressive expansion following recent agreements with Yahoo and Google Finance, consolidating the use of blockchain-based data to enrich the narrative of traditional sports entertainment.
Polymarket’s regulated return to the US market is drawing attention, as it is already operating in beta phase after acquiring a registered exchange. Investors are closely watching the potential launch of its native token, POLY, and the debut of Zuffa Boxing in January 2026, milestones that could catalyze the mass adoption of decentralized prediction markets in the mainstream.
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