TKO and Polymarket Bring Real-Time Trading to UFC Fights in Landmark Deal

Combat sports fans may soon find themselves doing more than shouting at the TV during big moments, they’ll be trading on them.

TKO Group Holdings, the parent company of UFC and Zuffa Boxing, has entered a multiyear partnership with Polymarket that brings live, on-chain prediction markets directly into fight broadcasts.

Bringing prediction markets into the octagon

The deal makes UFC and Zuffa Boxing the first major sports organizations to integrate prediction market data into live events.

Polymarket will power real-time visualizations showing how fan sentiment shifts as fights unfold, a bit like watching the odds move, but with transparency and the ability for users to trade in and out of positions as momentum swings.

“What’s exciting about our approach is you can buy and sell just like a stock throughout the fight,” Polymarket CEO Shayne Coplan said on CNBC’s Squawk Box.

He noted that viewers will be able to adjust their positions in response to rounds, strikes, and momentum shifts, giving fans an active role in the action rather than a single pre-fight wager.

The rollout follows Polymarket’s recent expansion into sports partnerships, including collaborations with the NHL and PrizePicks.

A new layer of fan participation

“We’re unlocking a new dimension of fan engagement,” said TKO executive chair and CEO Ariel Emanuel. He added that integrating prediction markets into UFC and Zuffa Boxing events will help transform passive viewers into active participants, responding in real time as the story of each fight develops.

The timing lines up with another change for fight fans: starting in 2026, all UFC and Zuffa Boxing events will stream exclusively on Paramount+ in the U.S.

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