Polymarket Joins UFC and Zuffa Boxing as Official Prediction Platform
UFC Adds Real-Time Prediction Layer to Broadcasts
Polymarket has entered a multi-year partnership with TKO Group Holdings to become the official prediction market partner for the Ultimate Fighting Championship (UFC) and Zuffa Boxing. The deal integrates blockchain-based forecasting directly into live fight broadcasts, marking the first collaboration of its kind between a decentralized prediction platform and a global sports promoter.
According to a UFC blog post published Thursday, Polymarket will introduce a “Fan Prediction Scoreboard” that tracks fan sentiment during fights in real time. The feature will display how public expectations shift later than each round, offering what the organization described as a new layer of data-driven storytelling for fans and commentators.
Polymarket’s founder and chief executive Shayne Coplan said the partnership will allow fans “to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round.”
Investor Takeaway
Social Series and Integration Plans
Under the agreement, Polymarket and the UFC will launch a new digital content series highlighting potential post-fight matchups. The segments will appear across the UFC’s social media and streaming platforms, with Polymarket converting fan debates into tradable event markets.
Ariel Emanuel, executive chair and chief executive of TKO, said the partnership will turn “passive viewership into active participation,” allowing fans to engage with fights beyond traditional betting or commentary.
The collaboration underscores the UFC’s growing focus on interactive fan technology following previous partnerships with metaverse and Web3 firms. By using Polymarket’s blockchain infrastructure, the league gains a regulated interface where probabilities and market sentiment can be reflected instantly on-screen.
Prediction Markets Gain Momentum
Platforms like Polymarket and Kalshi have surged in popularity since the 2024 U.S. presidential election, offering markets on political outcomes, financial indicators and cultural events. The sector’s growth received a boost in November when Google said it would display real-time probabilities from Kalshi and Polymarket in search results as part of its AI-enhanced news product.
Polymarket recently expanded through a collaboration with fantasy sports platform PrizePicks, allowing users to access prediction markets inside its app. Users can now make calls on a range of topics including sports, entertainment and crypto prices.
While the platform has gained visibility, it has also drawn scrutiny. A study by Columbia University researchers claimed that about 60% of trading activity on Polymarket may constitute wash trading, with roughly a quarter of its total three-year volume coming from artificial trades. The study has not been peer-reviewed, and Polymarket has not publicly commented on the findings.
Investor Takeaway
What’s Next for Polymarket
The UFC partnership gives Polymarket a mainstream sports showcase and the chance to reach millions of viewers per event. The company plans to expand into other live entertainment formats using its blockchain settlement system, which allows instant updates of crowd sentiment and market odds.
With sports leagues increasingly open to interactive audience tools, Polymarket’s entry into live broadcasting could accelerate prediction markets’ push into regulated consumer platforms. For now, the UFC tie-up marks the highest-profile integration yet between decentralized finance infrastructure and a global sports property.
