TKO Group Brings Prediction Markets to Live Combat Sports

TKO Group Holdings — parent of UFC and Zuffa Boxing — has signed a multiyear partnership with Polymarket to integrate real-time prediction markets directly into live combat sports broadcasts.

This deal makes UFC and Zuffa Boxing the first sports organizations to bring prediction-market technology into live events, offering fans an interactive experience that blends data, sentiment, and momentum in real time.

A New Layer of Real-Time Fan Engagement

Polymarket will provide live data visualizations that reflect fan sentiment during each round.
Viewers will gain an added dimension beyond traditional sports betting.
The integration aims to transform audiences from passive viewers to active participants.

Ariel Emanuel, TKO executive chair and CEO, said the partnership “unlocks a new dimension of fan engagement,” enabling fans to interact with events as they happen and watch the market shift with every moment of action.

Polymarket's Growing Sports Footprint

The partnership follows Polymarket’s recent deals with the NHL and PrizePicks, signaling a push beyond politics and global news into live sports and entertainment.

Polymarket CEO Shayne Coplan highlighted the emotional intensity of combat sports and how prediction markets offer a new storytelling lens for viewers.

Content Distribution Shift Begins 2026

Starting in 2026, all UFC and Zuffa Boxing events will stream exclusively on Paramount+ in the U.S., marking a major shift in distribution strategy for TKO’s combat-sports properties.