UFC to Debut Fan Prediction Scoreboard in Polymarket Deal
TKO Group Holdings, the parent company of UFC and Zuffa Boxing, has entered a multi-year partnership with Polymarket, a prediction market platform, to enhance fan engagement during live fight broadcasts and venue experiences. This collaboration introduces the Fan Prediction Scoreboard, which allows fans worldwide to forecast UFC fight outcomes in real-time. Unlike traditional sports betting, Polymarket serves as a social forecasting tool where users trade on yes-or-no questions. The partnership aims to transform passive viewership into active participation. Additionally, Polymarket will be the first official brand partner of Zuffa Boxing, which is set to launch in January 2026, supporting in-arena activations and digital content for upcoming fights.
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Introduction of Partnership Between TKO Group and Polymarket
TKO Group Holdings, the parent company of UFC and Zuffa Boxing, has announced a multi-year partnership with Polymarket, the prediction market platform. The deal aims to introduce real-time fan sentiment tools to live fight broadcasts and in-venue experiences. This move marks the first time sports organizations like UFC and Zuffa Boxing integrate prediction market technology directly into the live fan experience.
Fan Prediction Scoreboard: A New Broadcast Feature
At the core of this collaboration is the introduction of the Fan Prediction Scoreboard, powered by Polymarket. This innovative feature will display how fans worldwide are forecasting each UFC fight as it happens. Ariel Emanuel, executive chair and CEO of TKO, stated: 'By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement.' The integration will allow fans to actively participate in real-time events, transforming the traditional passive viewing experience.
How Polymarket’s Technology Works
Polymarket’s markets are not a replacement for regulated sports betting. Instead, they act as a kind of social forecasting tool, where users trade on yes-or-no questions like 'Will Fighter A win this round?'. As fan sentiment evolves, market prices adjust dynamically. This feature offers an additional storytelling element to UFC broadcasts, enhancing the overall viewing experience.
Bringing Prediction Markets to Sports
Shayne Coplan, founder and CEO of Polymarket, emphasized the emotional and highly debated nature of UFC events: 'Few sports generate emotion and debate like the UFC.' By integrating prediction markets into broadcasts and arenas, fans are provided a new way to engage, allowing them to watch not only the outcomes but also the evolving expectations of viewers round by round.
Zuffa Boxing Partnership and Future Plans
Polymarket is set to become the first official brand partner of Zuffa Boxing, which will officially launch in January 2026. The company will support in-arena activations as well as digital content surrounding upcoming fights, further solidifying its role in shaping fan interactions in combat sports.