TKO Group Holdings has entered a multi-year partnership with Polymarket to introduce real-time prediction market data into UFC and Zuffa Boxing broadcasts, marking a first-of-its-kind integration between a major sports organization and a prediction platform.

Under the agreement, Polymarket will provide live sentiment and forecasting tools that will appear across UFC and Zuffa Boxing events, both on-air and inside arenas. The centerpiece of this initiative is the new Fan Prediction Scoreboard, a broadcast element that will display how global audiences are projecting the outcome of each fight as it progresses. The feature updates continuously, reflecting shifts in sentiment round by round.

Ariel Emanuel, executive chair and CEO of TKO, said the partnership is designed to elevate fan immersion by turning viewers into active participants. “We’re unlocking a new dimension of engagement,” Emanuel said. “Real-time prediction data enhances the storytelling of every fight, creating a more interactive experience that mirrors the intensity and unpredictability of combat sports.”

Polymarket’s platform doesn’t act as a sportsbook; instead, it lets users trade on yes-or-no propositions — for example, whether a fighter will win a round or secure a finish — with prices adjusting as sentiment changes. The Fan Prediction Scoreboard is intended to layer these insights into the broadcast narrative, offering a live reflection of global expectations as bouts unfold.

Shayne Coplan, Polymarket’s founder and CEO, noted that combat sports are uniquely suited for real-time forecasting. “The UFC inspires some of the most passionate debate in sports,” Coplan said. “This integration lets fans see not just the action but how collective predictions shift with every strike, takedown, and momentum swing.”

As part of the deal, Polymarket will also become the inaugural brand partner for Zuffa Boxing, which is set to debut in January 2026. The company will support in-arena activations, digital campaigns, and other interactive features tied to the new boxing promotion.

Overall, the partnership positions TKO as an early mover in blending live sports with prediction market technology, aiming to deepen fan engagement and add a dynamic, data-driven layer to fight-night storytelling.