TKO Partners with Polymarket for UFC Prediction Features

TKO Group Holdings, the parent company of the Ultimate Fighting Championship and Zuffa Boxing, announced a multiyear partnership with prediction market platform Polymarket on November 13, 2025, marking the first direct integration of such technology into live sports broadcasts. The agreement positions Polymarket as the exclusive prediction market partner for UFC events and the upcoming Zuffa Boxing promotion, beginning with implementations in early 2026.

The core of the deal introduces a Fan Prediction Scoreboard to UFC broadcasts, displaying real-time probabilities of fight outcomes based on collective user sentiment from Polymarket's platform. Unlike traditional sports betting with fixed odds and house fees, the system allows users to trade yes-or-no contracts on events like a fighter winning a round, with prices fluctuating between zero and one dollar to reflect evolving crowd intelligence. As fights progress and momentum shifts, participants can buy and sell these positions dynamically, similar to stock trading, without financial risk to viewers on the broadcast.

Ariel Emanuel, executive chair and chief executive officer of TKO, described the collaboration as a step toward...