RIYADH, SAUDI ARABIA – FEBRUARY 01: (R-L) Michael Web page of England punches Shara Magomedov of Russia in a middleweight struggle throughout the UFC Combat Evening occasion at anb Enviornment on February 01, 2025 in Riyadh, Saudi Arabia. (Photograph by Chris Unger/Zuffa LLC)
Chris Unger | Ufc | Getty Pictures
TKO Group Holdings — the guardian firm of UFC and Zuffa Boxing — has signed a multiyear partnership with Polymarket to convey real-time prediction markets into reside fight sports activities.
The deal makes UFC and Zuffa Boxing the primary sports activities organizations to include prediction market know-how into reside occasions. Polymarket will present real-time knowledge visualizations of fan sentiment and momentum throughout fights, providing a further layer of engagement alongside conventional sports activities betting.
“By partnering with Shayne and his staff at Polymarket, we’re unlocking a brand new dimension of fan engagement,” stated Ariel Emanuel, government chair and CEO of TKO, in a press release. “Integrating Polymarket with the UFC and Zuffa Boxing reside expertise will assist followers work together with these occasions in actual time, remodeling passive viewership into energetic participation.”
The deal follows Polymarket’s latest partnerships within the sports activities world, together with collaborations with the NHL and PrizePicks, as the corporate continues to broaden past politics and world occasions into reside leisure.
Polymarket CEO Shayne Coplan stated the know-how provides followers a completely new storytelling lens.
“Few sports activities generate emotion and debate just like the UFC,” he stated. “By bringing prediction markets to the printed and enviornment, we’re giving followers a brand new strategy to be a part of the motion — not simply watching outcomes however watching the world’s expectations evolve with each spherical.”
Starting in 2026, all UFC and Zuffa Boxing occasions will stream solely within the U.S. on Paramount+.