TKO Group Holdings announced a multi‑year, exclusive partnership with Polymarket, the world’s largest prediction‑market platform, to embed real‑time fan‑prediction technology into UFC broadcasts and the upcoming Zuffa Boxing promotion. The deal makes Polymarket the official and sole prediction‑market partner for both brands, marking the first time a combat‑sports organization has integrated prediction‑market technology directly into its live fan experience.
Polymarket has processed billions of dollars in predictions in 2025 and recently acquired the parent company of QCEX, a CFTC‑licensed exchange, giving it a robust legal framework for U.S. operations. The partnership will launch a real‑time Fan Prediction Scoreboard that displays how fan sentiment and betting odds shift round by round, a new social series titled “Matchup Predictions – Who’s Next?” across UFC’s social media channels, and in‑arena engagement tools for Zuffa Boxing events scheduled to debut in January 2026.
The initiative is designed to deepen fan interaction, increase broadcast viewership, and generate ancillary revenue from fan‑generated data and engagement metrics. By turning passive viewers into active participants, TKO aims to create a new monetization pathway that leverages data‑driven fan experiences, a growing trend in sports entertainment. The partnership also positions TKO to capitalize on the expanding market for interactive sports betting and real‑time analytics.
TKO’s Q3 2025 results provide context for the strategic move. Revenue for the quarter fell 27% year‑over‑year to $1.120 billion, largely due to a decline at IMG, while net income rose to $106.8 million thanks to lower operating expenses. Management raised full‑year guidance, signaling confidence in the company’s ability to invest in growth initiatives such as this partnership. The deal aligns with TKO’s broader strategy to leverage technology to enhance the live‑event ecosystem and create new monetization pathways.
Management emphasized the partnership’s importance in a statement: “By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement. 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.” The company also highlighted its recent media‑rights milestones, including the upcoming Paramount+ exclusivity for UFC and Zuffa Boxing in 2026, and reiterated its focus on operational execution and shareholder value.
The collaboration is a significant operational milestone that could boost fan loyalty, drive higher viewership, and open sponsorship and advertising opportunities tied to real‑time fan sentiment data. It also strengthens TKO’s competitive position in the combat‑sports market by offering a unique, integrated fan experience that other operators have not yet adopted.
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