Polymarket just scored a major deal that could put prediction markets in front of way more eyeballs. They’re now the exclusive prediction market partner for Yahoo Finance. This is huge considering Yahoo Finance gets over 150 million visitors globally every month and ranks as the fifth most popular publisher in the U.S. right now.
The company announced it on X with a flashy video set to The Weeknd and Playboi Carti’s “Timeless,” making it clear they’re trying to keep that mainstream momentum going.
This partnership is part of Polymarket’s bigger push to stay relevant after the presidential election last year put them on the map. They’ve been linking up with some heavyweight names lately, including ICE, the company that owns the New York Stock Exchange.
ICE actually planned to drop up to $2 billion into Polymarket last month, and since ICE Data Services feeds data to Yahoo Finance for markets and indices worldwide, this partnership makes a lot of sense. It’s basically Polymarket piggybacking on infrastructure that’s already plugged into one of the biggest finance platforms out there.
Polymarket isn’t slowing down. Just today, on November 13th, they dropped another massive partnership announcement, and this one’s with the UFC under TKO Group Holdings. They even celebrated it by ringing the opening bell at the New York Stock Exchange, which is a pretty big deal.
This partnership makes UFC and Zuffa Boxing the first sports organizations to integrate real-time prediction market technology directly into live events. It’s a multiyear deal that shows how prediction markets are expanding way beyond politics and global events into sports and entertainment.
Polymarket has already partnered with the NHL and PrizePicks, so you can see they’re making a strategic push into live entertainment. Landing UFC as a partner is huge because it’s one of the most-watched combat sports in the world, giving Polymarket a massive high-profile entry point into the sports betting and entertainment space.
Polymarket isn’t dominating the space like it used to. Their main rival, Kalshi, has been coming in hot. Over the past week, Kalshi pulled in $1.3 billion in notional trading volume compared to Polymarket’s $1 billion, according to Dune Analytics.
That’s a flip from a year ago when Polymarket was clearly leading during the presidential race hype. Kalshi made a smart move earlier this year by partnering with Robinhood to offer prediction markets to its users, with a focus on professional sports. Robinhood’s CEO, Vlad Tenev, even said prediction market activity is one of their fastest-growing segments right now.