TKO Group Holdings has entered a multi-year partnership with Polymarket to integrate real-time prediction market data into UFC and Zuffa Boxing broadcasts, marking the first time a major sports organization has woven this type of sentiment-tracking technology directly into live events.
Under the agreement, viewers will see the debut of a new broadcast feature — the Fan Prediction Scoreboard. Powered by Polymarket’s live markets, the scoreboard will display how global fan sentiment shifts before and during each fight. As traders buy and sell positions on outcomes such as “Will Fighter A win?” or “Will this fight end in Round 2?”, the evolving prices will translate into a real-time sentiment index that appears on-screen for fans and commentators to follow.
Ariel Emanuel, executive chair and CEO of TKO, said the collaboration will fundamentally elevate how fans interact with combat sports. “Polymarket allows us to layer a new form of engagement onto UFC and Zuffa Boxing broadcasts,” Emanuel said. “Fans aren’t just watching the fight — they’re watching collective expectations change with every exchange. It’s a more immersive way to experience live competition.”
While Polymarket uses prediction markets to capture crowd sentiment, it does not function as a regulated sportsbook. Instead, it operates as a forecasting platform built around yes-or-no questions, with market prices reflecting the probability of each outcome. The broadcast integration aims to add a richer analytical dimension for audiences, offering real-time insight into how momentum and public perception evolve during a bout.
Polymarket founder and CEO Shayne Coplan noted that combat sports’ intensity and unpredictability make them ideal for prediction-driven engagement. “UFC fans are already incredibly vocal and invested,” Coplan said. “Now they’ll be able to see how sentiment worldwide reacts to every takedown, knockdown, and momentum shift.”
As part of the deal, Polymarket will also become the first official brand partner of Zuffa Boxing, the new professional boxing venture launching in January 2026. The company will support in-arena activations, digital engagement tools, and broader interactive content initiatives tied to upcoming fight cards.
The partnership signals TKO’s push to redefine the combat sports viewing experience, merging live action with real-time crowd intelligence to create a more engaging and data-rich broadcast environment.
