Partnership & Strategy - TKO Group Holdings and Poly Market are entering a multi-year partnership, with Poly Market becoming the official prediction market partner for UFC and Zalfpha Boxing [1] - The partnership aims to enhance fan engagement by integrating live Poly Market odds into the fight experience, creating a real-time "scoreboard" [3][4] - UFC is looking to integrate new technologies to improve fan engagement and attract a younger audience, extending to platforms like Paramount/CBS [7][14][17] Prediction Market Dynamics - Poly Market allows users to buy and sell predictions like stocks throughout the fight, creating a new way to engage with the sport [6] - Poly Market views event outcome predictions as financial markets, advocating for a fair and efficient market structure compared to traditional sports books [10][12][13] - The company focuses on user behavior that is more like trading than traditional sports betting [13] Sports Betting & Integrity - UFC is involved in both prediction markets (Poly Market) and traditional sports betting (DraftKings) [8] - The increasing availability of data helps monitor betting lines and detect suspicious activities, aiding in policing potential game fixing [19] - UFC emphasizes its commitment to integrity, stating it will aggressively pursue anyone attempting to compromise the sport [23]

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