On November 14, 2025, TKO Group Holdings announced a partnership with IBM to launch an AI‑driven In‑Fight Insights platform built on IBM’s Watsonx. The platform is designed to deliver real‑time milestones, streaks, and record‑setting moments directly to UFC broadcasts and data systems, providing commentators, production teams, and fans with instant contextual information during live events.
The system taps into more than 13.2 million UFC data points accumulated over 20 years and covers over 2,400 current and former fighters. By leveraging Watsonx’s natural‑language processing and machine‑learning capabilities, the platform can identify key fight moments—such as record‑setting strike totals or streaks—in seconds, triggering alerts that are embedded in the broadcast feed and archived for future analysis and fan‑engagement tools.
The first live deployment is scheduled for UFC 322, set for November 15 at Madison Square Garden. The event will feature a title bout between Jack Della Maddalena and Islam Makhachev. The partnership’s debut at a marquee event underscores TKO’s commitment to enhancing the fan experience and creating new revenue streams through premium data‑driven content and sponsorship opportunities.
TKO’s recent financial performance supports this strategic investment. In Q3 2025, the company reported revenue of $1.12 billion and Adjusted EBITDA of $360.2 million, and it has raised its full‑year guidance in response to strong demand across its UFC and WWE brands. The AI platform aligns with TKO’s broader strategy to leverage data and technology to differentiate its broadcasts, increase viewer engagement, and unlock new monetization pathways across its portfolio.
The partnership also positions TKO within the growing trend of AI in sports broadcasting, where real‑time analytics, automated highlight generation, and personalized content delivery are becoming industry standards. By integrating IBM’s advanced AI platform, TKO gains a competitive edge over other broadcasters, while also laying the groundwork for future AI‑driven initiatives across its UFC and WWE brands.
Overall, the TKO‑IBM collaboration signals a significant step toward a data‑centric broadcasting model, promising richer fan experiences, higher engagement, and new revenue opportunities as the company continues to invest in technology and expand its content ecosystem.
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