A groundbreaking partnership has been forged between Polymarket and TKO Group Holdings, instantly elevating Polymarket to the position of ‘Official and Exclusive Prediction Market Partner’ for both UFC and Zuffa Boxing.
This unprecedented collaboration marks the first time a major sports organization will directly integrate prediction market technology into the live fan experience, offering a dynamic new layer of engagement.
The announcement arrives amidst a period of growing interest in prediction markets, even as other leagues navigate similar integrations with varying degrees of acceptance.
Polymarket isn’t simply adding a betting element; they’re pioneering a “new storytelling metric.” This will visually represent fan sentiment and perceived momentum, offering a unique complement to traditional sports betting analysis.
Fans can expect to see the Polymarket brand prominently featured across all UFC and Zuffa Boxing platforms – from the energy of live events to the reach of broadcasts and the immediacy of social media.
The timing of this partnership is particularly noteworthy, coming on the heels of recent controversy surrounding potential match-fixing within the UFC, prompting scrutiny and even reported FBI involvement.
Central to this collaboration is the debut of a real-time ‘Fan Prediction Scoreboard’ integrated directly into UFC broadcasts. This innovative feature will display the fluctuating percentage likelihood of each fighter winning, as determined by the prediction market.
Beyond the scoreboard, a collaborative social series is planned, focusing on potential future matchups for UFC’s biggest stars and champions, fueling speculation and excitement among fans.
“We’re unlocking a new dimension of fan engagement,” stated Ariel Emanuel, CEO of TKO. “This integration transforms passive viewership into active participation, allowing fans to interact with events in real time.”
Polymarket’s influence extends to Zuffa Boxing, the newly launched professional boxing promotion set to debut in January 2026, solidifying their presence across both combat sports.
“Few sports generate the level of emotion and debate as the UFC,” explained Shayne Coplan, CEO of Polymarket. “We’re giving fans a new way to be part of the action – not just predicting outcomes, but witnessing the evolution of global expectations with every moment.”
Looking ahead, both UFC and Zuffa Boxing events will find an exclusive home in the U.S. on Paramount+, following a significant seven-year media rights agreement signed earlier this year.
