TKO Group Holdings — the father or mother firm of UFC and Zuffa Boxing — has signed a multiyear partnership with Polymarket to carry real-time prediction markets into dwell fight sports activities.
The deal makes UFC and Zuffa Boxing the primary sports activities organizations to include prediction market know-how into dwell occasions. Polymarket will present real-time knowledge visualizations of fan sentiment and momentum throughout fights, providing a further layer of engagement alongside conventional sports activities betting.
“What’s thrilling about our strategy is you should buy and promote and you may commerce similar to a inventory all through the struggle,” Polymarket CEO Shayne Coplan mentioned Thursday on CNBC’s “Squawk Field.” “You should purchase and promote as momentum swings. We are going to begin with that and we are going to take from there primarily based on buyer suggestions.”
The deal follows Polymarket’s current partnerships within the sports activities world, together with collaborations with the NHL and PrizePicks, as the corporate continues to broaden past politics and international occasions into dwell leisure.
“By partnering with Shayne and his group at Polymarket, we’re unlocking a brand new dimension of fan engagement,” mentioned Ariel Emanuel, govt chair and CEO of TKO, in a press release. “Integrating Polymarket with the UFC and Zuffa Boxing dwell expertise will assist followers work together with these occasions in actual time, reworking passive viewership into lively participation.”
Starting in 2026, all UFC and Zuffa Boxing occasions will stream completely within the U.S. on Paramount+.
