Polymarket and TKO Group Holdings announced on Thursday a multi-year partnership that will see the predictive markets platform become an exclusive partner of UFC and Zuffa Boxing. This is the next step in the expansion of blockchain technology into the mass sports entertainment market.
Real-time prediction, i.e. Polymarket + UFC!
The collaboration envisages direct integration of predictive markets technology with the fan experience during live broadcasts. Polymarket will introduce a real-time prediction scoreboard during UFC fight broadcasts, visualizing predictions from fans around the world as each round unfolds.
Few sports generate as much excitement and debate as the UFC (…) By bringing prediction markets to the broadcast and arena, we give fans a new way to be part of the action – not just watching the results, but tracking the evolution of the world’s expectations in each round.
– said Shayne Coplan, founder and CEO of Polymarket.
Importantly, the companies emphasize that the solution is intended to complement, not compete with, regulated sports betting. It is intended to be a data-driven narrative layer that will enrich traditional sports commentary.
Expansion into boxing and new opportunities
Polymarket will also become the first brand partner for Zuffa Boxing – a new boxing promotion company debuting in January 2026. The platform plans activations in arenas and custom digital integrations during events.
Beginning in 2026, all UFC and Zuffa Boxing broadcasts will be available exclusively on Paramount+ in the U.S., which TKO says will increase accessibility for both sports fans and Polymarket users.
An avalanche of partnerships and a return to the USA
This latest agreement is part of a series of Polymarket integrations in recent weeks. Last week, the platform partnered with Google Finance and Yahoo Finance to display probability data alongside market and economic information. Collaborations with PrizePicks, DraftKings and the National Hockey League were also announced.
Moreover, Polymarket has relaunched its platform in the US in beta mode, following the resolution of a 2022 enforcement case with the Commodity Futures Trading Commission. The company, valued at around $9 billion following Intercontinental Exchange’s investment, is reportedly in talks to raise new financing at a valuation of up to $15 billion.
Prediction markets are clearly no longer a niche. They become mainstream.
