UFC partners with Polymarket to integrate fan sentiment and prediction data into live event broadcasts.

Ultimate Fighting Championship (UFC) officially announces a partnership with the prediction market platform Polymarket, aiming to integrate “real-time prediction market data” into the broadcasts of UFC and Zuffa Boxing events. Viewers will not only watch the matches but will also see real-time changes in fan sentiment and prediction market probabilities. Additionally, plans are in place to launch community programs that turn on-site and online discussions into tradable prediction markets.

UFC announces collaboration with Polymarket to bring prediction market data into combat sports.

UFC announced a multi-year partnership with Polymarket and its parent company TKO Group Holdings, with future UFC and Zuffa Boxing matches set to incorporate “on-chain prediction market data” for the first time.

The official will introduce a real-time prediction market scoreboard for fans, audience sentiment data, and the trend of changes in crowd expectations during the event, emphasizing that this will allow for more data narrative aspects of the event, enabling the audience to simultaneously see market trading and emotional fluctuations.

Fans move from passive to active, and market expectations update with each round.

Shayne Coplan, the founder and CEO of Polymarket, stated that this collaboration allows fans to not only watch the game results but also see how the market's expectations for the game results fluctuate with each round.

UFC will also launch community content with Polymarket, focusing on potential matchups after the event, and turning fan discussions into tradable prediction markets. TKO CEO Ariel Emanuel believes this will allow fans to truly shift from “passive viewing” to “active participation.”

The prediction market has become a sensation while also attracting controversy, being questioned for faking trading volume.

After the 2024 U.S. elections, prediction markets like Kalshi and Polymarket are rapidly heating up. Google announced on 11/6 that it will integrate the real-time prediction probabilities from both platforms into search results, allowing users to see the market probabilities for various events directly.

Polymarket has also partnered with the fantasy sports platform PrizePicks to expand the prediction market to more sports and entertainment scenarios. However, a recent study by Columbia University indicated that approximately 60% of Polymarket's activities appear to be fraudulent, with about a quarter of the transaction volume over three years potentially coming from artificial trading, and the research has not yet been peer-reviewed, sparking market discussions.

( Note: Peer review refers to the process of submitting research to experts in the same field for evaluation, assessing whether the content is reliable, the methods are correct, and the data is reasonable. )

This article UFC partners with Polymarket, introducing fan sentiment and prediction market data into live event broadcasts, first appearing in Chain News ABMedia.