TLDR
- UFC parent company TKO has signed a multi-year partnership with prediction platform Polymarket
- Polymarket will integrate real-time fan prediction scoreboards into UFC broadcasts showing market activity during fights
- The deal makes UFC and Zuffa Boxing the first sports organizations to integrate prediction market technology into live broadcasts
- Polymarket will become the first official brand partner of Zuffa Boxing, launching in January 2026
- Prediction markets can operate in all 50 states, including California and Texas where traditional sports betting is illegal
TKO Group Holdings announced a multi-year partnership with Polymarket on Thursday. The deal makes Polymarket the official and exclusive prediction market partner of UFC and Zuffa Boxing.
The partnership will bring prediction market odds directly into UFC broadcasts. Fans will see a real-time fan prediction scoreboard during fights that shows how people around the world are forecasting each match.
Polymarket allows users to trade on yes or no outcomes of events. Unlike traditional sportsbooks such as FanDuel and DraftKings, prediction markets can operate in all 50 states. This includes California and Texas where sports betting is not legal.
Ari Emanuel, CEO of TKO, said the partnership will help fans interact with events in real time. The company aims to transform passive viewership into active participation.
Shayne Coplan, founder and CEO of Polymarket, explained that users can buy and sell predictions throughout a fight. This creates new user behavior as momentum swings during matches.
UFC 🤝 Polymarket | The @ufc has chosen to partner with @Polymarket as its Exclusive and Official Prediction Market.
Ringing in the partnership, only at NYSE.
$TKO | @TKOGrp | @PolymarketSport | @shayne_coplan | @danawhite | @AriEmanuel pic.twitter.com/uz1RfGok20— NYSE 🏛 (@NYSE) November 13, 2025
New Fan Engagement Features
UFC will integrate Polymarket across live events, broadcasts, and social media content. The fan prediction scoreboard will visualize how audience expectations change during each round.
The organizations will launch a custom social series called “Matchup Predictions – Who’s Next?” The series will run across UFC’s Facebook, Instagram, Threads, and X channels after events. It will highlight potential matchups for champions and top fighters coming off wins.
Polymarket is currently available globally. The company expects to officially launch in the U.S. in the coming months.
Expansion to Boxing
Polymarket will serve as the first official brand partner of Zuffa Boxing. The new professional boxing promotion launches in January 2026.
The prediction market platform will feature in arena activations at Zuffa Boxing events. It will also create custom digital and social content for the promotion.
Starting in 2026, all UFC and Zuffa Boxing events will stream exclusively in the U.S. on Paramount+. The streaming platform is Paramount’s direct-to-consumer service.
AAAAAND NEW…
Official Exclusive Prediction Market of the UFC & TKO.
POLYMARKET pic.twitter.com/7QzS3Yg41X
— Polymarket (@Polymarket) November 13, 2025
Industry Context
The NHL became the first major professional U.S. league to announce a deal with prediction markets last month. The UFC deal follows this trend of sports organizations partnering with prediction platforms.
State gaming regulators have raised legal questions about prediction markets. Multiple regulators have sued Kalshi, a Polymarket competitor, claiming the company violates state laws. Kalshi argues it falls under federal jurisdiction through the Commodity Futures Trading Commission.
FanDuel and DraftKings have both announced plans to launch their own prediction markets in the coming months. The moves come after watching prediction market growth throughout the year.
The UFC partnership was announced one week after suspicious betting triggered allegations of a rigged fight. The featherweight bout between Isaac Dulgarian and Yadier del Valle on November 1 drew scrutiny. The UFC released Dulgarian and is working with the FBI on an investigation into the unusual betting activity.
Polymarket also announced a deal this week with fantasy sports operator PrizePicks. The company became the exclusive prediction market partner for Yahoo Finance.
