TKO Group Holdings – the parent company of the UFC and Zuffa Boxing – has signed a multi-year partnership with Polymarket, the prediction market platform, to bring real-time fan sentiment tools to live fight broadcasts and on-site experiences, the companies announced Thursday.
The deal makes UFC and Zuffa Boxing the first sports organizations to directly integrate prediction market technology into the live fan experience. At the center of the rollout is a new streaming feature: the Fan Predictions Dashboard. Powered by Polymarket, the dashboard will show how fans around the world are predicting each UFC fight as it unfolds.
“By partnering with Shayne and his team at Polymarket, we are opening a new dimension in fan engagement,” said Ariel Emanuel, Executive Chairman and CEO of TKO. “The integration of Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real-time, transforming passive audiences into active participation.”
Polymarket markets are not a substitute for regulated sports betting. Instead, they function as a sort of social prediction tool, where users discuss yes or no questions, like “Will fighter A win this round?” – and market prices move as sentiment changes. The scoreboard is intended to provide an additional layer of storytelling to UFC broadcasts.
“Few sports generate emotion and debate like the UFC,” said Shayne Coplan, founder and CEO of Polymarket. “By integrating prediction markets into the broadcast and arena, we’re giving fans a new way to be part of the action – not only watching the results, but also watching the world’s expectations evolve with each turn.”
Polymarket will also become the first official brand partner of Zuffa Boxing, the professional boxing promotion launching in January 2026. The company will offer in-arena activations and digital content around upcoming fights.
