TKO, Polymarket strike multiyear deal to integrate prediction markets into UFC events
TKO Group Holdings — the parent company of UFC and Zuffa Boxing — has signed a multiyear partnership with Polymarket to bring real-time prediction markets into live combat sports.
The deal makes UFC and Zuffa Boxing the first sports organizations to incorporate prediction market technology into live events. Polymarket will provide real-time data visualizations of fan sentiment and momentum during fights, offering an additional layer of engagement alongside traditional sports betting.
“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, executive chair and CEO of TKO, in a statement. “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.”
The deal follows Polymarket’s recent partnerships in the sports world, including collaborations with the NHL and PrizePicks, as the company continues to expand beyond politics and global events into live entertainment.
Polymarket CEO Shayne Coplan said the technology gives fans an entirely new storytelling lens.
“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.”
Beginning in 2026, all UFC and Zuffa Boxing events will stream exclusively in the U.S. on Paramount+.
