TKO Group Holdings — the guardian firm of UFC and Zuffa Boxing — has signed a multiyear partnership with Polymarket to deliver real-time prediction markets into stay fight sports activities.
The deal makes UFC and Zuffa Boxing the primary sports activities organizations to include prediction market expertise into stay occasions. Polymarket will present real-time information visualizations of fan sentiment and momentum throughout fights, providing an extra layer of engagement alongside conventional sports activities betting.
“What’s thrilling about our strategy is you should buy and promote and you’ll commerce identical to a inventory all through the struggle,” Polymarket CEO Shayne Coplan mentioned on CNBC’s “Squawk Field” Thursday. “You should buy and promote as momentum swings we’ll begin with that and we’ll take from there primarily based on buyer suggestions.”
The deal follows Polymarket’s latest partnerships within the sports activities world, together with collaborations with the NHL and PrizePicks, as the corporate continues to broaden past politics and world occasions into stay leisure.
“By partnering with Shayne and his workforce at Polymarket, we’re unlocking a brand new dimension of fan engagement,” mentioned Ariel Emanuel, government chair and CEO of TKO, in an announcement. “Integrating Polymarket with the UFC and Zuffa Boxing stay expertise will assist followers work together with these occasions in actual time, remodeling passive viewership into energetic participation.”
Starting in 2026, all UFC and Zuffa Boxing occasions will stream solely within the U.S. on Paramount+.
