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 multi-year partnership with Polymarket to bring real-time prediction markets to live combat sports.

The deal makes UFC and Zuffa Boxing the first sports organizations to incorporate prediction market technology into live events. Polymarket will offer an additional layer of interactivity alongside traditional sports betting, offering real-time data visualizations on fan sentiment and momentum during the fight.

“What’s exciting about our approach is that you can buy and sell and trade throughout the fight just like a stock,” Polymarket CEO Shayne Coplan said on CNBC’s “Squawk Box” on Thursday. “You can trade as momentum swings, we will start with that and go from there based on customer feedback.”

The deal continues Polymarket’s recent partnerships in the world of sports, including collaborations with the NHL and Pricks, as it continues to expand beyond politics and global events into live entertainment.

“By partnering with Shayne and his team at Polymarket, we are unlocking a new dimension of fan engagement,” TKO chairman and CEO Ariel Emanuel said in a statement. “Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans engage with these events in real-time, turning passive spectatorship into active participation.”

Starting in 2026, all UFC and Zuffa Boxing events will stream exclusively in the US on Paramount+.