TKO Group Holdings has struck a multi-year partnership with Polymarket to bring real-time prediction market data directly into UFC and Zuffa Boxing broadcasts, introducing an entirely new layer of fan interactivity across both platforms.
As part of the collaboration, Polymarket’s live forecasting tools will be embedded into fight-night coverage and arena screens, giving audiences a dynamic view of shifting global sentiment. The initiative’s flagship feature — the Fan Prediction Scoreboard — will display how fans worldwide are projecting each matchup in real time, updating as rounds unfold and momentum swings.
Ariel Emanuel, TKO’s executive chair and CEO, said the integration marks a major evolution in fan engagement. He noted that combining live combat sports with sentiment-driven data allows viewers to participate in the narrative as it develops. “This partnership transforms the UFC and Zuffa Boxing experience,” Emanuel said. “Real-time predictions deepen the storytelling and turn spectators into active contributors.”
Polymarket, which operates social forecasting markets rather than traditional sports betting, lets users trade on yes-or-no outcomes — such as whether a fighter will win, whether a bout will go the distance, or whether a finish is imminent. Market prices shift continuously as sentiment changes, creating a dynamic data feed that will be directly incorporated into broadcasts.
Shayne Coplan, Polymarket’s founder and CEO, emphasized the natural fit between prediction markets and combat sports. “UFC fans are some of the most passionate and opinion-driven in the world,” Coplan said. “Seeing expectation curves rise and fall in sync with the action adds a whole new dimension to watching a fight.”
Beyond UFC, Polymarket will become the first official brand partner of Zuffa Boxing, the promotion launching in January 2026. The company will support digital integrations, on-site activations, and interactive content throughout Zuffa Boxing’s debut events.
With this agreement, TKO becomes the first major combat sports organization to fuse real-time forecasting tools with live event production, offering fans a more immersive, data-enriched viewing experience.
About The Author
More Stories
According to Galaxy Digital’s research chief, Bitcoin faces a highly unpredictable 2026.
According to Fidelity’s Jurrien Timmer, 2026 could be underwhelming while Bitcoin’s four-year cycle remains intact.
BlackRock’s Bitcoin ETF attracts $25 billion over the year, defying the recent Bitcoin downturn.