Polymarket just landed its biggest sports partnership yet.
The prediction market platform announced Thursday it signed an exclusive multi-year agreement with TKO Group Holdings to become the official prediction market partner of UFC and Zuffa Boxing.
The deal makes UFC and Zuffa Boxing the first sports organizations to integrate prediction market technology directly into live fan experiences.
Polymarket will introduce a real-time Fan Prediction Scoreboard during UFC broadcasts starting in 2026.
The scoreboard will show how fans around the world forecast each fight as it unfolds round by round.
TKO Executive Chair and CEO Ariel Emanuel explained the partnership aims to transform how fans watch fights.
He said the deal will unlock a new dimension of fan engagement that turns passive viewership into active participation.
Fans can now see global sentiment shift in real time as momentum swings during matches.
The scoreboard creates a data-driven narrative layer alongside traditional commentary.
Viewers will watch probability numbers change as fighters land strikes, attempt submissions, and control the octagon.
This gives fans insight into how millions of other viewers see the action developing.
Polymarket founder and CEO Shayne Coplan shared his excitement about bringing prediction markets to combat sports.
He pointed out that few sports generate emotion and debate like UFC. By bringing prediction markets to the broadcast and arena, fans get a new way to be part of the action.
“Not just watching outcomes but watching the world’s expectations evolve with every round,” Coplan said.
The platform will also launch a social content series spotlighting potential post-fight matchups for top UFC contestants across official social channels.
The collaboration goes beyond just UFC events. Polymarket will become the first brand partner for Zuffa Boxing, a new professional boxing promotion debuting in January 2026.
The platform plans in-arena activations and custom digital integrations across all Zuffa Boxing events.
Starting in 2026, all UFC and Zuffa Boxing broadcasts will stream exclusively on Paramount+ in the United States.
This move enhances accessibility for sports fans and Polymarket users at the same time.
Emanuel added that integrating prediction markets with broadcast storytelling helps fans interact with events in real time.
UFC President Dana White explained during a CNBC interview how the partnership came together.
He said TKO’s Ariel Emanuel actually approached Polymarket about the deal.
White loves watching UFC but noticed something missing compared to other sports.
“There’s no scoreboard,” White explained. In traditional sports, fans see scores update constantly throughout games.
UFC fights lack that element until judges read their scorecards at the end. The Fan Prediction Scoreboard fills that gap by showing who fans think is winning as the fight happens.
White emphasized that UFC constantly looks for better fan engagement opportunities. The company wants to grow younger and reach audiences where they already spend time.
People already chat live during fights and stay on their phones throughout sporting events. Polymarket gives them something productive to do with that screen time.
The deal allows fans to buy and sell predictions throughout fights, similar to trading stocks. Users can enter a position before the fight starts, then adjust as momentum shifts.
This creates new user behavior different from traditional sports betting where bets lock in before events begin.
Coplan stressed that prediction markets operate differently than sports betting. Polymarket functions more like a financial market with efficient pricing.
Traditional sportsbooks control pricing and can cap users who win too much money. Polymarket offers an open market where users trade with each other.
This partnership represents just one piece of Polymarket’s rapid expansion into mainstream platforms.
The company partnered with Yahoo Finance this week to display probability data alongside market and economic coverage. Google Finance also began showing Polymarket data in search results.
Polymarket also announced deals with PrizePicks, DraftKings, and the National Hockey League in recent weeks. These partnerships show prediction markets gaining serious traction across sports, media, and finance. Major companies now view prediction market data as valuable information for their audiences.
The company quietly reopened its United States platform in beta mode Thursday.
This marks Polymarket’s return to America after resolving a 2022 enforcement case with the Commodity Futures Trading Commission.
The firm is valued around nine billion dollars following an investment from Intercontinental Exchange.
Reports suggest Polymarket is in talks to raise new funding at up to a 15 billion dollar valuation.
The UFC partnership strengthens that case by showing major sports organizations embrace prediction market technology.
TKO Group Holdings manages some of the most valuable sports properties in the world.
Dana White addressed concerns about integrity and match-fixing during his CNBC appearance. He said prediction markets actually make monitoring easier because more data exists.
When unusual betting patterns emerge, systems flag them immediately. UFC has the best bet monitoring service available.
White shared an example of how the system works. When monitors spotted weird line movement before a recent fight, they contacted UFC immediately.
The organization called the fighter and his lawyer to ask if he was hurt or owed anyone money. This proactive approach helps protect the sport’s integrity.
The Fan Prediction Scoreboard will integrate into Paramount+ broadcasts when the streaming deal launches.
White confirmed the scoreboard will be a key feature of the viewing experience.
Viewers watching on television or streaming will see the same real-time probability data as fans in the arena.
Polymarket will also create custom markets around UFC storylines and potential future matchups. After big fights, fans can predict who fighters will face next.
These markets generate discussion and keep audiences engaged between events. The social content series will highlight the most interesting market movements and debates.
The partnership officially begins as UFC prepares its 2026 event calendar. All championship fights, pay-per-view events, and Fight Night cards will feature Polymarket integration.
The company will have prominent branding at venues and across broadcast graphics.
Zuffa Boxing presents another huge opportunity for Polymarket. The promotion launches in January 2026 with major financial backing.
Dana White brings his UFC promotional skills to the boxing world. Polymarket gets in on the ground floor as the first official brand partner.
The prediction market platform continues proving its technology works across different contexts. Political predictions brought Polymarket mainstream attention during recent elections.
Now sports partnerships show the platform can engage different audiences. Yahoo Finance and Google deals demonstrate value beyond entertainment.
This UFC partnership represents a milestone for prediction markets entering traditional sports.
Fans will soon watch fights with real-time global sentiment data displayed on screen.
The technology transforms combat sports viewing into an interactive experience.
Polymarket and TKO bet this innovation will define the future of sports entertainment.
