UFC-Polymarket Partnership Brings Prediction Markets Into Fight Broadcasts

TKO Group Holdings, Inc., the UFC’s parent company, announced today that it has entered into a multi-year partnership with Polymarket that will integrate live prediction market features directly into UFC broadcasts, events, and digital channels. 

​​The deal names Polymarket the “Official and Exclusive Prediction Market Partner” of UFC and Zuffa Boxing, expanding the platform’s reach across two major combat-sports properties.

With the move, UFC and Zuffa Boxing become the first sports organizations to build prediction-market technology into their live event coverage. The news comes as Polymarket begins a limited US beta rollout, the company’s first step toward a full US launch.

Polymarket Tech Will Sit Inside UFC Broadcasts & Events

The “Fan Prediction Scoreboard,” a real-time visualization that shows how fans expect a fight to unfold during UFC broadcasts, is one of the key features that lies at the center of the new collaboration. 

The scoreboard, which will appear during live broadcasts, enables viewers worldwide to track shifts in sentiment as the match progresses, serving as a new data layer on top of traditional commentary. 

Ariel Emanuel, Executive Chair & CEO of TKO Group Holdings, stated that the integration is designed to change the way viewers engage with events.

“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” Emanuel said. “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.”

Polymarket founder & CEO Shayne Coplan said the format aligns directly with the UFC’s high-intensity environment.

“Few sports generate emotion and debate like the UFC,” Coplan 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.”

New Social Series to Drive Post-Fight Market Activity

As part of the new partnership, UFC and Polymarket will also roll out a new social series, Matchup Predictions – Who’s Next,? which will be shared on its Facebook, Instagram, Threads, and X channels after events. 

The series will tease potential future matchups for recent winners, featuring content designed to spark debate and, in turn, feed topical markets on Polymarket’s platform. The UFC views the approach as a means to keep discussions active between events, particularly regarding high-profile athletes and championship contenders.

Paramount+ Distribution Could Expand Reach of Prediction Markets

Starting in 2026, all UFC and Zuffa Boxing events in the US will stream exclusively on Paramount+. This change might expand the audience for Polymarket’s integrations, especially as streaming platforms continue to add interactive features and second-screen experiences. 

UFC stands to benefit from the combination of a major streaming partner and real-time fan-sentiment tools, which will give it the flexibility it needs to increase fight-night engagement and active participation around major cards.