Polymarket is now the Official Prediction Market Partner of the UFC

Polymarket has announced a newly brokered deal with TKO Group Holdings, owner and operator of the UFC, which sees the operator become the Exclusive and Official Prediction Market Partner of the UFC and Zuffa Boxing.

Indeed, this latest collaboration breaks new ground, as it marks the first official partnership between a sports entity and prediction market platform, with the UFC and Zuffa Boxing now set to integrate futures events technology into their live fan experiences as part of the deal.

Elsewhere, Polymarket is set to engage in a number of brand activation techniques and activities across the two sports through initiatives such as broadcasts, social media content and live events. One of these activations will see the pair collaborate on a new social series that will run across a variety of the UFC's social media channels.

Speaking on this latest deal, Polymarket Founder and CEO, Shayne Coplan, said: "Few sports generate emotion and debate like the UFC. 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."

This latest deal marks Polymarket's third major partnership announcement this week, as the prediction market operator recently also unveiled a new integration initiative with PrizePicks, as well as an additional collaboration with cryptocurrency exchange organization - Based.

Also speaking on this most recently announced partnership, TKO Group Executive Chair and CEO, Ariel Emanuel, stated: "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."