TKO Group Holdings, the parent company of UFC and Zuffa Boxing, has entered into a multi-year partnership with prediction market platform Polymarket to bring real-time fan sentiment tools to live match broadcasts and in-venue experiences, the companies announced Thursday.
With this agreement, UFC and Zuffa Boxing become the first sports organizations to integrate predictive market technology directly into the live fan experience. Central to the rollout is a new broadcast feature: the Fan Prediction Scoreboard. Powered by Polymarket, our leaderboard shows how fans around the world are predicting each UFC fight to go.
“By partnering with Shayne and the Polymarket team, we are unlocking a new dimension of fan engagement,” said Ariel Emmanuel, TKO’s Executive Chairman and CEO. “Integrating Polymarket with the live UFC and Zuffa Boxing experiences will allow fans to interact with these events in real-time, turning passive viewers into active participants.”
Polymarket’s markets are not a replacement for regulated sports betting. Instead, they function as a kind of social prediction tool, with users trading on yes-or-no questions such as “Will Fighter A win this round?” And market prices change as sentiment evolves. Scoreboards are intended to provide an additional storytelling layer to UFC broadcasts.
“Few sports generate as much emotion and discussion as the UFC,” said Shayne Coplan, Founder and CEO of Polymarket. “By bringing prediction markets to broadcast and arena, we are giving fans a new way to get in on the action – not just by watching the results, but by observing the world’s expectations as they evolve with each round.”
Polymarket will also become the first official brand partner of Zuffa Boxing, a professional boxing promotion launching in January 2026. The company will continue to enhance in-arena activations and digital content for upcoming games.
