UFC Parent TKO Signs Polymarket to Exclusive Prediction Market Deal

Ultimate Fighting Championship parent company TKO Group Holdings has agreed to a multi-year deal with Polymarket to make the platform the official and exclusive prediction market partner of UFC and Zuffa Boxing.

The partnership introduces engagement features designed to help fans interact with combat sports. The centerpiece of the partnership is a real-time Fan Prediction Scoreboard that will debut during UFC broadcasts, visualizing global fan sentiment and fight predictions as events unfold. This data-driven tool is designed to bring audience sentiment into parties.

“Few sports generate as much emotion and debate as the UFC,” said Shayne Coplan, founder and CEO of Polymarket, in a declaration. “By bringing prediction markets to broadcast and to the arena, we’re giving fans a new way to be part of the action — not just by watching the results, but watching the world’s expectations evolve with each round.”

Hon CNBC“Squawk Box” by earlier Thursday, he elaborated on the team.

“What’s exciting about our approach is that you can buy and sell and you can trade like a stock throughout the fight,” Coplan said. “You can buy and sell as momentum swings … we’ll start with that and take it from there based on customer feedback.”

The companies will also launch a social media series called “Matchup Predictions-Who’s Next?”, which will use Polymarket data to fuel speculation about potential matchups for top fighters following their victories.

Polymarket will also serve as the inaugural official brand partner of Zuffa Boxing, the professional boxing promotion launching in January 2026, bringing similar fan engagement experiences to boxing events.

“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said TKO Executive Chairman and CEO Ariel Emanuel. “Polymarket’s integration with the live UFC and Zuffa Boxing experience will help fans interact with these events in real time, turning passive viewing into active participation.”

Polymarket recently signed a deal with the NHL to license brands from the hockey league, and also agreed to integrations with Google Finance and Yahoo Finance.

The platform has confirmed plans to launch its own crypto token, although it is expected to come in 2026 after the company’s return to the US market. Users on Myriad – a prediction market operated by Decryptthe parent company of Dastan, gives only an 18% chance. that Polymarket will officially announce its token at the end of the year.

Polymarket recently raised $2 billion from the owner of the New York Stock Exchange Intercontinental Exchange (ICE), which valued the crypto startup at $9 billion.