TKO Group Holdings — the parent company of 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 in-venue experiences, the companies announced Thursday.
The agreement makes 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 forecasting 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 chair and CEO of TKO. “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’s markets don’t take the place of regulated sports betting. Instead, they function as a type of social forecasting tool, where users trade on yes-or-no questions — like “Will Fighter A win this round?” — and market prices shift as sentiment evolves. The scoreboard is meant to provide an additional storytelling layer 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 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.”
Polymarket will also become the first official brand partner of Zuffa Boxing, the professional boxing promotion launching in January 2026. The company will power in-arena activations and digital content around upcoming fights.