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The partnership adds innovative engagement, potentially boosting viewership and revenue, similar to past successful integrations in sports betting, which have historically increased fan engagement and market value. For instance, draftKings' partnership with the NFL significantly raised their market presence.
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TKO Group signs multiyear deal with Polymarket for live prediction markets. UFC and Zuffa Boxing become first to use prediction market technology. Partnership enhances real-time engagement and fan interaction during fights. Polymarket aims to transform viewer participation into active involvement. UFC events will stream exclusively on Paramount+ starting in 2026.
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