A new partnership will allow Polymarket to become the first prediction market platform to integrate technology with fan engagement in a real-time sport.
Key Takeaways
- Polymarket will debut a new “Fan Prediction Scoreboard” that will bring the “pulse” of a fight globally to a live audience.
- The event contract exchange will be featured on UFC broadcasts and social media.
- Polymarket will also integrate fan engagement into the new Zuffa Boxing league when it launches in January.
The event contract trading exchange announced a multi-year agreement on Thursday to become the official and exclusive prediction market partner of UFC.
In the announcement, Polymarket promised a new “storytelling metric” feature that will visualize “fan sentiment and perceived momentum that complements, not competes, with regulated sports betting.”
AAAAAND NEW…
— Polymarket (@Polymarket) November 13, 2025
Official Exclusive Prediction Market of the UFC & TKO.
POLYMARKET pic.twitter.com/7QzS3Yg41X
“Few sports generate emotion and debate like the UFC,” said Shayne Coplan, Founder and CEO of Polymarket. “By bringing prediction markets to the broadcast and arena, we’re giving fans a new way to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round.”
The TKO Holdings-owned UFC is the second major sports league to partner with Polymarket, which announced a multi-year agreement last month to be an official prediction market partner, along with Kalshi, of the NHL in the U.S. market.
New in-fight feature
With the agreement, Polymarket will be featured during UFC live events, broadcasts, and on social media. The prediction platform will also have fan engagements, in-arena activations, and digital and social content for Zuffa Boxing, another TKO holdings league that launches in January 2026.
Polymarket will soon debut the “Fan Prediction Scoreboard” during UFC broadcasts that will highlight how the fight is being forecasted globally by traders. This feature will give viewers a “visible-data driven narrative that measures the unofficial ‘pulse’ of the audience” during the fight.
“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, Executive Chair and CEO of TKO Holdings. “Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time, transforming passive viewership into active participation.”
Coming back to America
Polymarket is one of the world’s largest event outcome exchanges and is valued at over $8 billion. However, it’s not currently operating in the U.S. The prediction platform ran into regulatory issues and stopped offering contracts in 2022, but Polymarket acquired federally-regulated derivatives exchange and clearinghouse QCEX for $112 million in July to obtain market re-access.
Polymarket said during the summer that it expects a U.S. launch during football season, but no exact date has been revealed. The company more recently signed a new partnership with daily fantasy sports operator PrizePicks, which has federal approval to offer prediction markets.
The UFC has long had a sports betting partnership with DraftKings. The MMA company recently ran into an issue with fighter Isaac Dulgarian when a bout earlier this month was flagged for unusual betting activity and is currently being investigated by the FBI.
