TKO Group Holdings, parent company of UFC and Zuffa Boxing, partners with Polymarket to introduce real-time prediction markets into live combat sports. Fans can engage with events through data visualizations of fan sentiment and momentum during fights. UFC and Zuffa Boxing are the first sports organizations to incorporate this technology.

Polymarket’s partnership with UFC and Zuffa Boxing follows collaborations with the NHL and PrizePicks, expanding beyond politics and global events into live entertainment. CEO Shayne Coplan believes the technology offers fans a new way to engage with the action, transforming passive viewership into active participation.

Starting in 2026, all UFC and Zuffa Boxing events will exclusively stream in the U.S. on Paramount+. This move aims to enhance the fan experience and provide a new storytelling lens through prediction markets integrated into live broadcasts and arena events.

Read more at CNBC: TKO, Polymarket strike multiyear deal to integrate prediction markets into UFC events