Polymarket becomes official prediction markets partner of ATP Tour
Polymarket has signed on as the official prediction markets partner of the ATP Tour, the governing body of men's professional tennis. The deal differs from prior sports partnerships by including exclusive U.S. streaming rights for ATP Tour and ATP Challenger Tour matches. Registered users will watch live tennis directly alongside related prediction markets, integrating video and trading on a single platform. Polymarket becomes the first major U.S. prediction market platform to pair live sports broadcasts with event contracts under CFTC oversight.
The streaming integration turns Polymarket from a trading venue into a sports-media destination, a model no rival has replicated. Kalshi and DraftKings still send users elsewhere for live video, so Polymarket now controls the full fan experience from watch to wager. For the ATP Tour, the deal tests whether prediction markets can drive younger viewership that traditional broadcasters have lost.
Smaller platforms like Novig face a steep choice: build streaming infrastructure or concede the integrated experience to Polymarket. The deal also pressures sports data suppliers to bundle streaming with official feeds, raising costs for any late entrant. Polymarket's latest move deepens its sports-media strategy. The next league that signs similar terms will confirm this model as the standard for regulated event contracts.
Polymarket's ATP streaming deal is the second sports-media partnership this week after its Genius Sports data and streaming agreement, as the platform embeds live video into every major sports vertical it enters.