Key Highlights
- Polymarket becomes the official and exclusive prediction market partner with TKO.
- A key feature will be the introduction of the real-time Fan Prediction Scoreboard in UFC broadcasts.
TKO Group Holdings, Inc., the company behind the Ultimate Fighting Championship (UFC) and the upcoming Zuffa Boxing, has entered a multi-year partnership with Polymarket, the largest prediction market. The agreement makes Polymarket the Exclusive and Official Prediction Market Partner for both UFC and Zuffa Boxing.
This collaboration marks the first in the sports landscape, as UFC and Zuffa Boxing become the first major organizations to directly integrate prediction market technology into their live fan experience.
A new layer of engagement
The core of this partnership lies in establishing a new storytelling metric. Polymarket will visualize fan sentiment and perceived momentum in real time. This integration aims to create a dynamic, data-driven narrative layer during broadcasts.
Ariel Emanuel, Executive Chair and CEO of TKO, said, “By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” he added. “Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time, transforming passive viewership into active participation.”
Echoing this view, Shayne Coplan, Founder and CEO of Polymarket, highlighted the emotional and highly debatable nature of UFC. “Few sports generate emotion and debate like the UFC,” he said. “By bringing prediction markets to the broadcast and arena, we’re giving fans a new way to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round.”
Future plans for the partnership
As the official partner, Polymarket will be featured across UFC’s assets, including live events, broadcasts, and digital content.
There will be a first-ever real-time Fan Prediction Scoreboard during UFC broadcasts. This visual will offer a measure of how the global audience is forecasting each fight round-by-round, providing a visible, data-driven “pulse” of fan consensus.
Furthermore, UFC and Polymarket will collaborate on a new social media series titled “Matchup Predictions – Who’s Next?” The series, running on official UFC channels (Facebook, Instagram, Threads, and X), will speculate on potential future matches for top UFC champions who are coming off a victory. The nature of these posts aims to fuel social debate and create new, relevant markets for Polymarket’s platform.
Moreover, Polymarket is set to become the first official brand partner of Zuffa Boxing, the professional boxing promotion scheduled to launch in January 2026. The company will implement its fan engagement experiences and custom content across Zuffa Boxing’s events and digital channels.
Starting in 2026, all UFC and Zuffa Boxing events in the United States will stream exclusively on Paramount’s direct-to-consumer streaming platform, Paramount+. This deal is expected to enhance discoverability for both sports fans and Polymarket users.
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