DAZN latest to dabble in prediction markets with Polymarket alliance

• DAZN has announced a new partnership with prediction market platform Polymarket, integrating real-time probability data into its live sports broadcasts
• The collaboration marks another step in DAZN’s push into betting-adjacent products, following the recent licensing of DAZN Bet in Ontario, Canada
• Looking beyond partnerships, DAZN plans to apply for a US CFTC license, signaling ambitions to launch its own prediction market platform and compete with Polymarket, Kalshi, and major sportsbooks

DAZN, the media and streaming company, which has also dabbled in sports betting through its eponymous offshoot brand, DAZN Bet, has now announced another major expansion, with the company teaming up with Polymarket.

Polymarket is a major prediction market platform, described as the " world’s largest," in an official press release shared by DAZN this week. The partnership will see DAZN integrate real-time data from Polymarket’s platform into its live broadcasts, providing users with an additional way to gauge the probability of a certain outcome during an event.

DAZN explores prediction markets as a way to break into NA

A simple example would be odds, which represent public sentiment, whether Jake Paul can take out Anthony Joshua in a possible rematch. In a statement, DAZN Group CEO Shay Segev, a respected industry veteran, said:

"DAZN is laser-focused on bringing fans closer to the sports they love. Through our partnership with Polymarket – the world’s largest prediction market – we will offer another immersive and exciting way for fans to experience sport. Integrating prediction trading will be an excellent addition to our platform."

This fresh development comes only after DAZN Bet, the group’s sports betting offshoot, secured a license to operate in Ontario, Canada. However, DAZN is not stopping at simply integrating Polymarket.

As the company’s most recent forays in Canada have demonstrated, North America has long been on the group’s mind, with prediction markets proving a unique opportunity to quickly position the company among a demographic of sports fans inclined to take a chance on the outcome of games.

To this end, DAZN will be applying for a Commodities Futures Trading Commission license necessary for it to launch its own dedicated platform and go up against Polymarket, Kalshi, but also traditional sportsbooks that have also launched their dedicated platforms in the vertical, to wit, FanDuel and DraftKings.

Commenting on the fresh partnership, Polymarket Shayne Coplan had this to add:

"Through our first-of-its-kind partnership with DAZN, we’re embedding those insights directly into the viewing experience—from boxing to the Champions League—so fans can track momentum, debate outcomes, and engage with sports in a way that’s never existed before."

Prediction markets are still not a sure thing

Prediction markets are already pursuing a more defined role in the US entertainment landscape, with rival Kalshi partnering up with both CNN and CNBC, bringing its data to regular media audiences.

Despite the surge in popularity, more challenges are emerging every day with regulators and courts continuing to push back against what they describe as an attempt to skirt state gambling laws. DAZN is willing to bet that they are wrong.

Image credit: Unsplash.com