UFC Transforms Passive Viewers into Interactive Prediction Powerhouses

Polymarket Joins UFC to Launch Real-Time Crypto Fan Predictions

TKO Group Holdings Inc. (NYSE: TKO), parent company of the Ultimate Fighting Championship (UFC) and Zuffa Boxing, has partnered with prediction market platform Polymarket to integrate real-time fan predictions into its broadcasts and events. The collaboration, announced on November 13, 2025, marks the first time a major sports organization has embedded prediction market technology into its live fan experience, aiming to transform passive viewing into interactive participation.

Under the multi-year agreement, Polymarket will power a scoreboard during UFC broadcasts, visualizing how fans globally forecast fight outcomes as each round unfolds. The scoreboard will serve as a "data-driven narrative layer," complementing traditional commentary by reflecting real-time sentiment and momentum shifts. The platform will also launch a social media series, Matchup Predictions – Who's Next?, highlighting potential post-fight matchups for top UFC fighters and generating speculative discussions on its platform.

The partnership extends to Zuffa Boxing, the new professional boxing promotion launching in January 2026. Polymarket will debut as the first official brand partner for Zuffa Boxing, integrating in-arena activations and digital content to enhance audience engagement. This move aligns with TKO's broader strategy to expand its sports entertainment offerings, particularly as UFC and Zuffa Boxing events shift to exclusive U.S. streaming on Paramount+ starting in 2026.

The collaboration has already impacted TKO's stock, with shares rising approximately 2.3% in premarket trading following the announcement. Polymarket, which re-entered the U.S. market in beta mode after resolving a 2022 CFTC enforcement case, is valued at up to $15 billion following an investment from Intercontinental Exchange (ICE). The platform has facilitated billions in predictions in 2025, leveraging its technology to visualize crowd-sourced expectations during live events.

The partnership comes amid growing regulatory interest in sports-based prediction markets. ProphetX, another startup in the space, has filed applications with the CFTC to register as a Designated Contract Market and Derivatives Clearing Organization, aiming to become the first regulated U.S. exchange for sports-based event contracts. While ProphetX's RFQ Parlay Mechanism focuses on institutional-style trading protocols, Polymarket's approach emphasizes mass-market accessibility through social and broadcast integrations.

TKO's Ariel Emanuel emphasized the partnership's potential to "unlock a new dimension of fan engagement," contrasting prediction markets with traditional sports betting by offering non-competitive, data-driven interaction. Polymarket CEO Shayne Coplan noted that UFC's emotional appeal makes it an ideal platform for prediction markets, where fans can "watch the world's expectations evolve with every round."

The deal underscores a broader trend of prediction markets entering mainstream entertainment. Polymarket has recently integrated with Google Finance and Yahoo Finance, while also partnering with PrizePicks and the National Hockey League. Meanwhile, competitors like DraftKings and CME Group are exploring regulated sports-betting contracts, signaling a crowded but evolving market.