Polymarket has signed a multi-year agreement with TKO Group Holdings to become the official and exclusive prediction market partner of UFC and Zuffa Boxing.
The deal will see UFC and Zuffa Boxing integrate prediction market technology directly into the live fan experience to create new engagement opportunities.
“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said TKO executive chair and CEO Ariel Emanuel. “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 will activate its brand across a wide array of UFC premium assets, including live events, broadcasts, and social media content. This includes powering the first real-time Fan Prediction Scoreboard within 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.”
UFC and Polymarket will also collaborate on a new custom social series entitled Matchup Predictions – Who’s Next? that will run across official UFC Facebook, Instagram, Threads, and X channels following UFC events.
Who’s Next? will highlight potential matchups for top UFC superstars and champions coming off a win, creating a topical market for Polymarket to host on its platform.
Polymarket will also serve as the first official brand partner of Zuffa Boxing, the new professional boxing promotion launching in January 2026, featuring in-arena activations and custom digital and social content.
Starting in 2026, all UFC and Zuffa Boxing events will be available exclusively in the US on Paramount’s direct-to-consumer streaming platform Paramount+.
Polymarket also announced a deal this week with fantasy sports operator PrizePicks, and has become the exclusive prediction market partner for Yahoo Finance.
Shares in TKO Group Holdings Inc (NYSE:TKO) closed at $182.64 per share in New York Thursday.