TKO Group Names Polymarket Exclusive Prediction Market Partner for UFC and Zuffa Boxing

The agreement establishes both combat sports organizations as the first to directly integrate prediction market technology into the live fan experience. The partnership focuses on visualizing real-time fan sentiment and perceived fight momentum as a new data-driven storytelling element.

Real-Time Fan Prediction Scoreboard

The core of the partnership is the introduction of the Fan Prediction Scoreboard during UFC broadcasts. This innovative feature, powered by Polymarket, will provide a dynamic layer of storytelling by visualizing how fans globally are forecasting each fight round-by-round.

The Scoreboard is designed to measure the unofficial “pulse” of the audience in real time. TKO Executive Chair and CEO Ariel Emanuel noted that the integration helps fans interact with events in real time, “transforming passive viewership into active participation.” The feature serves to complement, not compete with, regulated sports betting by offering a data narrative.

Polymarket Founder and CEO Shayne Coplan added that it gives fans a new way to be part of the action by watching “the world’s expectations evolve with every round.”

New Digital Content and Zuffa Boxing Launch

Polymarket’s branding will be activated across UFC’s premium assets, including live events, broadcasts, and digital content. The partnership will also launch a new social series across UFC’s official social media channels, including Facebook, Instagram, and X.

The series, titled Matchup Predictions – Who’s Next?, will run after UFC events. It will highlight potential future opponents for top-ranked fighters and champions coming off a win. The speculative nature of these posts will generate social media debate, which Polymarket will then convert into topical prediction markets on its platform.

Furthermore, Polymarket will be the first official brand partner for Zuffa Boxing, TKO’s new professional boxing promotion launching in January 2026. Polymarket will bring its unique fan engagement experiences to Zuffa Boxing events through in-arena activations and custom digital content. Starting in 2026, all UFC and Zuffa Boxing events will be available exclusively in the U.S. on Paramount+.