In an exciting development for UFC fans, TKO Group Holdings, Inc., the parent company of UFC and Zuffa Boxing, has announced a groundbreaking partnership with Polymarket, the world’s largest prediction market platform. The multi-year agreement marks a new era for fan engagement, as Polymarket becomes the exclusive and official prediction market partner of both UFC and Zuffa Boxing.
This partnership makes UFC and Zuffa Boxing the first sports organizations to incorporate prediction market technology into the live fan experience, creating a dynamic and interactive environment for viewers. Polymarket’s integration will not only amplify the excitement surrounding each event but also provide fans with a real-time, data-driven narrative to enhance their viewing experience.
Transforming Passive Viewership into Active Participation
A key feature of this partnership is the debut of the “Fan Prediction Scoreboard,” a real-time tool that will visualize fan sentiment and the evolving expectations of the audience during live UFC broadcasts. This feature will display how fans are predicting the outcomes of fights as they unfold, offering a unique and interactive element that complements traditional sports betting.
Ariel Emanuel, Executive Chair and CEO of TKO, expressed enthusiasm for the integration, stating, “By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement. Integrating Polymarket with UFC and Zuffa Boxing live events will help fans interact with these events in real time, transforming passive viewership into active participation.”
Shayne Coplan, the Founder and CEO of Polymarket, emphasized the impact that prediction markets will have on the live viewing experience. “Few sports generate emotion and debate like UFC. 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,” said Coplan.
As the exclusive prediction market partner, Polymarket will be prominently featured during UFC live events, broadcasts, and on social media platforms. This partnership will include several exciting elements designed to boost fan interaction, including in-arena activations and custom digital content.
According to the official release published on UFC’s website, in addition to the Fan Prediction Scoreboard, the two organizations will collaborate on a new social series, Matchup Predictions – Who’s Next? This series will engage fans on social media platforms such as Facebook, Instagram, Threads, and X (formerly Twitter). It will spark discussions around potential future matchups for top UFC fighters and champions, creating fresh debate and speculation that will drive engagement on the Polymarket platform.
Polymarket’s Role in Zuffa Boxing and the Future of Sports Prediction Markets
This collaboration extends beyond UFC, with Polymarket also becoming the first official brand partner of Zuffa Boxing, a new professional boxing promotion set to launch in January 2026. Polymarket will bring its innovative fan engagement experiences to Zuffa Boxing events, integrating prediction markets into in-arena activations and digital content.
Both UFC and Zuffa Boxing events will be streamed exclusively in the U.S. on Paramount+ starting in 2026, significantly increasing accessibility and discoverability for fans and Polymarket users alike. This exclusive streaming deal will help further solidify the partnership and expand the reach of both organizations.
Polymarket’s partnership with UFC follows a series of moves aimed at expanding the company’s presence in the U.S. sports market. Despite previous regulatory hurdles that led to a halt in its U.S. operations in 2022, Polymarket is making a strong return with the acquisition of federally regulated derivatives exchange QCEX for $112 million. This acquisition enables Polymarket to re-enter the U.S. market, where it will compete with traditional sportsbooks such as DraftKings and FanDuel.
By integrating real-time prediction markets into UFC’s live broadcasts, Polymarket is poised to revolutionize the way fans engage with live sports. As the UFC continues to grow its international presence, the partnership will allow fans to track evolving expectations and sentiments during events, offering an interactive layer of engagement that has never been seen before.
