TKO Group Holdings, parent company of UFC and Zuffa Boxing, has entered into 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 predictive market technology into live events. Polymarket provides real-time data visualization of fan emotion and momentum during games, providing an additional layer of engagement on top of traditional sports betting.
“What’s interesting about our approach is that you can buy, sell, and trade like a stock throughout the fight,” Polymarket CEO Shane Coplan said Thursday on CNBC’s “Squawk Box.” “We can buy and sell as momentum fluctuates. We’ll start there and go from there based on customer feedback.”
The deal follows recent partnerships in the sports world, including collaborations with the NHL and PrizePix, as Polymarket continues to expand beyond politics and global events into live entertainment.
“By partnering with Shane and the Polymarket team, we are pioneering a new dimension of fan engagement,” Ariel Emanuel, TKO’s executive chairman and CEO, said in a statement. “By integrating Polymarket with the UFC and Zuffa Boxing live experiences, we will allow fans to interact with these events in real-time, turning passive viewers into active participants.”
Starting in 2026, all UFC and Zuffa Boxing events will be streamed exclusively on Paramount+ in the US.
