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 agreement makes the 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 broadcast feature: the Fan Prediction Scoreboard. Powered by Polymarket, the scoreboard 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’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, Executive Chairman and CEO of TKO. “Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time and transform passive viewership into active participation.”
Polymarket’s markets do not replace regulated sports betting. Instead, they act as a type of social forecasting tool, where users trade yes-or-no questions — like “Will Fighter A win this round?” — and market prices shift as sentiment evolves. The scoreboard is intended to provide an extra layer of storytelling to UFC broadcasts.
“Few sports generate emotion and debate like the UFC,” said Shayne Coplan, founder and CEO of Polymarket. “By bringing prediction markets to the broadcast and the arena, we’re giving fans a new way to be a part of the action — not just to see results, but to see the world’s expectations evolve with each round.”
Polymarket will also become the first official brand partner for Zuffa Boxing, the professional boxing promotion that will launch in January 2026. The company will drive in-arena activations and digital content around upcoming fights.
