TKO Group Holdings has entered into a partnership with a new way to gamble: In the “Prediction Market.”
TKO announced a multi-year partnership with Polymarket, a site where people can place wagers on real-life events, ranging from sports to politics to potential wars breaking out.
As part of the agreement, UFC broadcasts will feature a real-time “Fan Prediction Scoreboard,” which will show how viewers are predicting the bout’s result as it plays out. The site will also be the “first official brand partner” for Zuffa Boxing when it launches next year.
The deal further expands UFC’s gambling portfolio. The leading MMA promotion frequently also displays sponsorships with other sportsbooks like DraftKings and Stake.
Some bets on Polymarket are familiar to most people involved with gambling. Bets like which fighter will emerge victorious from an MMA bout, or which team will win a league championship, are among some of the wagers available on the site.
But so many other odds touch on different parts of life: Predictions for who will win the next U.S. Presidential election, for example, or when the new Grand Theft Auto video game will be released. Other examples are much more grim, like customers placing bets on the next day Israel might strike Gaza, or if China and Taiwan will have a “military clash” by the end of the year.
Prediction markets have exploded in popularity this year, with Polymarket growing alongside competitor site Kalshi. Sportsbooks Fanduel and DraftKings are currently working on their own prediction market apps.
