TKO, Polymarket strike multiyear deal to integrate prediction markets into UFC events
TKO Group Holdings — the parent company of UFC and Zuffa Boxing — has signed a multiyear partnership with Polymarket to bring real-time prediction markets into live combat sports.
The deal makes UFC and Zuffa Boxing the first sports organizations to incorporate prediction market technology into live events. Polymarket will provide real-time data visualizations of fan sentiment and momentum during fights, offering an additional layer of engagement alongside traditional sports betting.
“What’s exciting about our approach is you can buy and sell and you can trade just like a stock throughout the fight,” Polymarket CEO Shayne Coplan said Thursday on CNBC’s “Squawk Box.” “You can buy and sell as momentum swings. We will start with that and we will take from there based on customer feedback.”
The deal follows Polymarket’s recent partnerships in the sports world, including collaborations with the NHL and PrizePicks, as the company continues to expand beyond politics and global events into live entertainment.
“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, in a statement. “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.”
Beginning in 2026, all UFC and Zuffa Boxing events will stream exclusively in the U.S. on Paramount+.
