TKO Group Holdings – the parent company of the Ultimate Fighting Championship (UFC) and the upcoming Zuffa Boxing promotion—announced a multi-year partnership with Polymarket, designating it as the official and exclusive prediction market partner for both UFC and Zuffa Boxing.
This deal marks the first time major sports organizations have integrated prediction market technology directly into live events, aiming to enhance fan engagement by blending real-time crowd-sourced insights with traditional viewing experiences.
The multi-year deal between Polymarket and TKO Group Holdings UFC’s parent company positions prediction markets as a core element of combat sports entertainment. Announced on November 13, 2025, this first-of-its-kind integration blends blockchain-powered trading with live events, potentially reshaping fan interaction, market growth, and regulatory landscapes
Polymarket will introduce a real-time Fan Prediction Scoreboard during UFC broadcasts and live arenas, displaying evolving probabilities of fight outcomes based on user trades. This allows fans to track sentiment shifts round-by-round, treating predictions like tradable stocks for dynamic interaction.
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Zuffa Boxing Tie-In: As the inaugural brand partner for Zuffa Boxing launching January 2026, Polymarket will feature similar activations, including in-arena experiences and custom social/digital content.
Starting in 2026, all U.S. UFC and Zuffa Boxing events will stream exclusively on Paramount+, with Polymarket data woven into commentary. A new digital series, Matchup Predictions – will launch on UFC’s social channels (Facebook, Instagram, Threads, X) to spark debates on future fights and drive new markets on Polymarket.
The partnership spans UFC’s premium assets, including events, broadcasts, and social media, positioning prediction markets as a complementary layer to regulated sports betting.
Ariel Emanuel, Executive Chair and CEO of TKO: “By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement. 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.”
Shayne Coplan, Founder and CEO of Polymarket: “Few sports generate emotion and debate like the 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.
What’s exciting is you can buy, sell, and trade just like a stock throughout the fight.” The announcement coincided with Polymarket’s team, alongside UFC’s Dana White and TKO executives, ringing the NYSE opening bell to celebrate TKO’s trading milestone and the partnership.
This follows Polymarket’s recent U.S. relaunch and partnerships with the NHL, PrizePicks, Google, Yahoo Finance, and DraftKings, signaling its push into mainstream sports and entertainment. For UFC, it taps into Polymarket’s blockchain-powered platform built on Polygon to reach hundreds of millions of global fans, potentially onboarding new users to crypto-adjacent tools.
On X, the news sparked excitement about mainstream adoption, with users highlighting how it could “put on-chain markets right in front of the mainstream world” and drive “massive influx of new users.”
This collaboration positions prediction markets as a novel engagement tool, distinct from betting, by emphasizing real-time, data-driven narratives around fan momentum.