TKO Group Holdings has entered a multi-year agreement with Polymarket to integrate real-time prediction market data into UFC and Zuffa Boxing broadcasts, marking a first-of-its-kind fusion between combat sports and live sentiment analytics.
Under the partnership, Polymarket’s forecasting technology will be woven directly into fight-night coverage and in-arena displays, giving viewers a constantly updating window into how global fan sentiment shifts throughout each bout. The centerpiece of the rollout is the Fan Prediction Scoreboard, a broadcast feature that visualizes real-time expectations — from pre-fight confidence levels to round-by-round sentiment swings as the action intensifies.
Ariel Emanuel, TKO’s executive chair and CEO, said the collaboration elevates the fan experience by transforming traditional viewing into interactive participation. “Partnering with Polymarket allows us to introduce a new storytelling layer to UFC and Zuffa Boxing,” Emanuel said. “Fans won’t just watch the fights — they’ll see the global pulse of anticipation, reaction and debate play out live.”
Polymarket operates social prediction markets rather than regulated sports betting, allowing users to trade on binary outcomes such as “Will Fighter A win?” or “Will the fight end in Round 2?” As sentiment shifts, market prices adjust in real time — data that will now be fed directly into UFC and Zuffa Boxing programming to enhance analysis and engagement.
Shayne Coplan, founder and CEO of Polymarket, highlighted the natural alignment between dynamic combat sports and real-time forecasting. “UFC generates some of the most intense fan discussion in sports,” Coplan said. “Bringing live prediction markets into the broadcast lets viewers follow not just the fight, but the evolving expectations of millions of fans.”
The partnership also establishes Polymarket as the first official brand partner of Zuffa Boxing, which launches in January 2026. In addition to powering on-screen sentiment tools, Polymarket will support digital activations and on-site fan experiences throughout the new promotion’s debut slate of events.
With this agreement, TKO positions UFC and Zuffa Boxing at the forefront of interactive sports entertainment, introducing a data-driven layer that blends audience sentiment, real-time forecasting, and live combat in an unprecedented way.
