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TKO, parent of UFC, partners with Polymarket to launch blockchain-powered fan prediction markets, redefining live sports engagement.
Author: Tanishq Bodh
November 14, 2025 – In a groundbreaking crossover between crypto innovation and combat sports, TKO Group Holdings parent company of the UFC and Zuffa Boxing has signed a multiyear partnership with Polymarket, the world’s largest prediction market platform. The deal makes Polymarket the official and exclusive prediction market partner for both UFC and Zuffa Boxing, the first-ever integration of blockchain-based prediction technology directly into live sports events.
The agreement arrives as TKO (NYSE: TKO) stock jumped 2% on Thursday, extending a 55% year-long rally. CEO Ariel Emanuel called the partnership a “new dimension of fan engagement.”
“By working with Shayne [Coplan] and Polymarket, we’re letting fans interact with events in real time, turning spectators into participants,” Emanuel said.
Polymarket’s blockchain-based engine enables users to trade yes/no outcomes like “Will Fighter A win this round?” During live UFC broadcasts, these crowd predictions will appear on a Fan Prediction Scoreboard, visualizing sentiment as the action unfolds all without breaching regulated betting laws.
Polymarket will embed interactive elements across the UFC ecosystem from arena activations to social media platforms like Instagram and X.
A post-fight series titled “Matchup Predictions, Who’s Next?” will invite fans to forecast future bouts involving top fighters such as Jon Jones or Islam Makhachev.
Polymarket’s CEO Shayne Coplan said:
“By bringing prediction markets into broadcasts and live venues, fans finally get a way to be part of the fight not just watch it.”
The partnership extends to Zuffa Boxing, launching January 2026, where similar tools will engage fans during matches. It coincides with UFC’s U.S. streaming move to Paramount+, expanding Polymarket’s reach to over 700 million global fans.
Polymarket’s rise has been swift. The platform processed billions in user forecasts during the 2024 U.S. elections and recently inked deals with the NHL, PrizePicks, and Google. For TKO, this deal signals a strategic pivot toward on-chain fan engagement, bridging its massive entertainment audience with the Web3 economy.
Analysts called the move “a win-win for interactive entertainment,” noting it helps UFC differentiate itself in the crowded betting landscape while staying compliant with U.S. regulations.
Despite the excitement, prediction markets face regulatory scrutiny. Some states have challenged Polymarket rivals like Kalshi, arguing event contracts resemble unlicensed wagers. The UFC has also faced betting integrity issues, including a recent featherweight bout marred by alleged rigging.
Still, both companies project confidence. Polymarket’s U.S. relaunch plans emphasize transparency and user protection, while TKO frames the tool as entertainment data, not gambling.
For a brand reaching 950 million households in 210 countries, UFC’s integration with Polymarket could transform how fans experience combat sports.
As Emanuel put it, the goal is simple: make every viewer part of the fight.
Or, in Coplan’s words:
“Few sports generate passion like the UFC, now that energy has a market price.”
FAQs — Polymarket × UFC Partnership
- What is the Polymarket–UFC deal?
A multiyear partnership naming Polymarket the official prediction market partner for UFC and Zuffa Boxing.
- What does Polymarket do?
A blockchain prediction platform where users trade on outcomes using crypto.
- How will fans participate?
Via live Fan Prediction Scoreboards that display real-time forecasts during fights.
- Does this involve gambling?
No. It’s positioned as interactive fan data, not licensed sports betting.
- Why is it significant?
It’s the first major sports league to integrate on-chain prediction tech into live broadcasts.
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