TKO Group Holdings, the parent company of UFC and Zuffa Boxing, has entered into a multiyear partnership with Polymarket to introduce real-time prediction markets to live combat sports.
This groundbreaking deal positions UFC and Zuffa Boxing as the first sports organizations to integrate prediction market technology during live events. Polymarket will enable dynamic data visualizations reflecting fan sentiment and momentum during fights, which will provide an engaging supplement to traditional sports betting experiences.
In an interview on CNBC's "Squawk Box," Polymarket CEO Shayne Coplan expressed enthusiasm about the innovative approach, stating, "What's exciting about our approach is you can buy and sell and you can trade just like a stock throughout the fight. You can buy and sell as momentum swings. We will start with that and we will take from there based on customer feedback."
This deal comes on the heels of Polymarket's recent collaborations within the sports sector, such as its partnerships with the NHL and PrizePicks, as the company continues its expansion beyond politics and global news into live entertainment events.
Ariel Emanuel, executive chair and CEO of TKO, remarked, "By partnering with Shayne and his team at Polymarket, we're unlocking a new dimension of fan engagement. 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."
Starting in 2026, all UFC and Zuffa Boxing events will be exclusively streamed in the U.S. on Paramount+.