KO Group Holdings, Inc., known as TKO, and Polymarket, the world’s largest prediction market, have announced a new multi-year partnership. Under the agreement, Polymarket will become the Official and Exclusive Prediction Market Partner of UFC and Zuffa Boxing. This collaboration is the first of its kind. It will allow prediction market technology to be integrated directly into live sports events.

The partnership aims to give fans a new way to engage with events in real time. Polymarket will create tools to show fan sentiment and perceived momentum during fights. The system will complement regulated sports betting instead of competing with it. Ariel Emanuel, Executive Chair and CEO of TKO, said the integration will transform viewers from passive watchers into active participants.

Bringing Fan Predictions to Life

Polymarket will introduce the Fan Prediction Scoreboard during UFC broadcasts. This feature will show how fans around the world predict the outcome of each fight as it happens. The scoreboard will turn fan opinions into a visual and data-driven story, giving viewers a new way to experience events. Fans can see the unofficial pulse of the audience and follow how predictions change with every round.

Shayne Coplan, Founder and CEO of Polymarket, said UFC events create strong emotions and debates among fans. He explained that prediction markets will allow viewers to be more involved by following how global expectations evolve during each fight. This technology will give fans a fresh way to feel part of the action.

Social Media and New Content

Polymarket and UFC will also work together on a new social series called Matchup Predictions, Who’s Next? This series will run on UFC’s official Facebook, Instagram, Threads, and X channels after each event. The posts will highlight possible future matchups for top UFC fighters. Fans will be able to discuss these predictions online, which will also create markets on Polymarket’s platform.

Polymarket will also become the first official brand partner of Zuffa Boxing, a new professional boxing promotion set to launch in January 2026. The company will bring its fan engagement tools to Zuffa Boxing events through arena activations and digital and social content.

Accessibility and Future Events

Starting in 2026, all UFC and Zuffa Boxing events in the U.S. will be available only on Paramount+, the streaming service. This will make it easier for fans to watch every fight live or on demand. It will also allow them to take part in Polymarket’s prediction tools and follow the action in real time while enjoying the events from home.

The partnership between TKO and Polymarket represents a new approach to sports fan engagement. By combining live sports with prediction technology, UFC and Zuffa Boxing aim to create a more interactive experience for fans, making events more exciting and engaging than ever before.